STARRY® Shares the “Totally True” Historical Account of How Two Irreverent Citruses Used Simple Math to Revolutionize the Game of Basketball Forever
In its early days, basketball was a completely different sport than the one we watch (and love) today. But the game didn’t go from layups to flashy stepback threes by chance.
This film tells the totally true story of how the NBA brought in Lem & Lime, basketball innovation experts willing to try anything to make the world’s greatest game even more exciting.
In the fiercely competitive arena of Hoops Culture and professional basketball, Ten35 created a campaign that defied convention and made NBA fans everywhere question everything they thought they knew about their favorite game. This is the tale of “3>2: A STARRY® Story,” a campaign that not only met its lofty goals but soared right past them, captivating basketball fans and welcoming new ones into the fold.
The “3>2” campaign exceeded all objectives in terms of reach, engagement, and sentiment.
Exceeded Impressions Goal
Within 24 hours of launching, the campaign had secured 53 earned placements, resulting in a total of 1.95 billion potential earned impressions, exceeding our initial goal of 1 billion impressions by 137.7%.
Favorable Opinion Growth
The campaign significantly improved Starry’s favorable opinion among consumers by nearly +3 points. This success was particularly notable as previous tests had shown resistance among competitor soft drink loyalists. Additionally, after watching our 3:33s longform spot, 80% of Carbonated Soft Drink (CSD) Drinkers/NBA Fans said they shared or would share the spot with their friends, 74% of whom were Gen Z. Many viewers shared that our spot was the first they had ever watched all the way through.
Finals Game Integration
By strategically featuring Lem and Lime’s discovery of the underdog Playoffs dark house-turned-Finals champion, Jamal Murray, we sparked unexpected conspiracy theories and lighthearted banter across social media platforms (was this coincidental? Or was this planned?). This integration added depth to our storytelling and further engaged the audience.
Garnered Record-Shattering Viewership
The campaign’s main video link received over 8.3 million views with over 290k hours of watch time, surpassing the combined views of all previous Starry production videos. This remarkable viewership reflected the campaign’s immense popularity, timeliness, relevance, and reach. 74% of our initial views came from our unique creative Instagram Reels!
Client: STARRY®Campaign: 3>2: A STARRY® StorySkills: Creative Direction, Animation/Illustration, Art Direction, Copywriting, Set Design, Editing, Sound Design, Talent Scouting, WardrobingSidekicks & Superheroes: Octavia Pride, Sam Baliga, Carlton Adams III, Jay Zschunke