Celtics Partnership
There’s a lot more to being the Celtics Patch Sponsor than just the patch on the jersey (and even that took hundreds of designs to get right). VistaPrint partnered with the Celtics as a way to be able to reach our audience on a local level. That includes in-arena programs like Small Business of the Game, charity programs like Power Forward, all in-arena signage and broadcast spots that run during the games.
The VistaPrint patch sponsorship deal comes with two in-game broadcast spots per game. Creatively, it was a unicorn - knowing exactly who our audience was and being able to control the order in which they saw messages was an opportunity we could not pass up.
The initial broadcast spot introduces the audience to our lovable Bostonian pro shop employees, who reference the VistaPrint patch the audience has been seeing all game, and take it from there in a way only true Bostonians could.
Taking advantage of the fact that the second spot always follows the first, and knowing we had media control over the pod in which the second spot plays, we continue the conversation right off the bat. We give our audience the benefit of the doubt that they have seen the first spot and can jump right in. It’s an opportunity that is not usually afforded to broadcast creative.
This campaign was concepted, written and developed by the internal brand creative team and directed by Honor Society. We shot on a single day, keeping budgets and timelines in check.
Credits CD: Julie Halloran ACD Writers: Jorge Brandao and Trevor O’Brien ECD: Cliff Skeete CMO: Ricky Engelberg Directors: Honor Society Production: Old Harbor Production