GOODYEAR x CAVS ‘On THE ROAD’

THE IDEA
For The Cavaliers’ 2019-2020 NBA season, Goodyear partnered with Larry Nance Jr. to give NBA fans an exclusive behind the scenes look at what it’s like for an NBA player
hitting the road. To garner engagement, we used culturally relevant topics while also paying off Goodyear’s “More Driven” by pulsing this message into the content
at select points along the way.

NBA athletes are admired for being in great shape. To stay that way, they have to work out just as hard on the road as the do at home. We highlight Larry’s drive, determination, and his motivation to improve and perform better.

PROMOTIONAL DRIVERS

Along with giving fans a behind the scenes look at life on the road with the Cavs, we’ll also give them a chance to join the Cavs on the road and experience the NBA lifestyle.

SOCIAL

Basketball fans clamor for behind the scenes content of their favorite athletes. Here we capture Larry on the court while on the road, to perform at his peak.

ATHLETES VS. CROHN’S SUPRISE & DELIGHT

Only Goodyear could give a Cavs fan living in another city the ultimate Cavs experience. So let’s highlight the power of ‘More Driven’ by doing just that and bringing a couple of Cavs fans battling Crohn’s to a game to meet Larry. We’ll show that Goodyear keeps Cavs fans and those battling Crohn’s, moving.

AD | lillian zhao, agnieszka tajnert
CW | elizabeth rossio
CD | todd palisi, ed johnson