The declining broadcast viewership of Sprite’s Slam Dunk competition was largely due to the rise of mobile devices. To address this, we brought the Slam Dunk experience to where the viewers were—on social media.

With a fresh look and a bold “Nothing Soft About It” online presence, we partnered with talented illustrators to capture the best dunks from the competition with Sprite-level intensity in real-time. This allowed us to instantly recap the Slam Dunk event through high-impact, bite-sized content, perfectly tailored for an audience that had shifted away from traditional TV.