Strategy
Hope doesn't start with a 29-point comeback. It starts at 0–0. It starts on Game 1, when nothing's been won and everything's still possible. It starts with a kid who's been first at a parade seven months before there's a parade to be first at.

Insight
It's the same story in Milwaukee or Sacramento, just as it is in New York. Everywhere fans are choosing to believe before they've been given a reason to. New York is simply where it happened recently - which makes it the perfect place to say what we want to say. If it can happen here, it can happen anywhere.

Idea
New season brings new hope

Channels
TV Commercial
Social