The Atlantic Coast Conference is one of the elite collegiate power conferences—so much so that it's getting its own TV network this August, run by ESPN.
Today, with the 2019 New York Life ACC Tournament getting underway, ESPN is using the occasion to launch its first brand work for the ACC Network. The goal is an ambitious one—create a cohesive campaign that serves as a rallying cry for all 15 member institutions, focusing on each school in a unique way, while also recognizing the ACC itself.
Austin-based agency Preacher covers that ground with 19 spots in total. There's a 60-second anthem, three :30s, and 15 individual 10-second ads—one for each school.
The theme is "We Do This." Check out the athem spot below.
"As we developed this campaign, our goal internally has been to revel in the range of the ACC," said Michelle Berry, senior director of sports marketing at ESPN. "We met that challenge by representing the uniqueness of the member schools while celebrating a dynamic conference that adds up to more than just the sum of its parts."
Below are the three :30s.
The work will run on ESPN properties including TV, digital, radio and social. Off-channel media will run in key ACC markets. The schools and the conference were all given the marketing assets to run on their own platforms as well.
Preparations for the launch of the ACC Network have been expensive for all the schools involved—they've reportedly spent between $110 million and $120 million of their own money—to address production, infrastructure and staff issues in order to produce live events and other programming for the channel.
But the member schools by and large are bullish on the revenue potential of a linear TV channel.
The ACC Network is seen as a way to close the revenue divide between the ACC and the two other major conferences with their own profitable branded channels—the Big Ten and SEC.
Below are the 15 individual 10-second spots, one for each network. There are also print and digital assets for each school.
ESPN: ACCN "WE DO THIS" Network Launch
Airdate: March, 12, 2019
VP Sports Marketing: Emeka Ofodile
Sr. Marketing Director: Michelle Berry
Marketing Director: Jill Husak
Marketing Coordinator: James Giblin
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
ACD, Art Director: Nick Troop
ACD, Copywriter: Maxx Delaney
Brand Director: Jessica Baker
Sr. Strategist: Doug Kleeman
Sr. Designer: Tim Praetzel
Executive Producer: Stacey Higgins
Sr. Producer: Rachel Kichler
Production Coordinator: Ellen Nelson
Business Affairs: Miiko Martin
Production Company: Pulse Films
Director: Ryan Booth
Global President of Commercials & Branded: Davud Karbassioun
Executive Producer: Hillary Rogers
Line Producer: Jenni Haberstock
DP: Natalie Kingston
Production Designer: Tyler Jensen
Casting: Corrigan Johnston
Edit House: Union Editorial
Executive Producer: Victoria Russell
Producer: Roka Music
Editor: Kevin Ray Assistant: Drew Johnson
Music Supervision: Good Ear Music Supervision
Additional Music: Marmoset, APM, and Peer Music
Mix: Dusty Albertz, TBD Post
Finish House: Union Editorial
Online Artist: Moody Glasgow
Colorist: Mikey Rossiter, The Mill
Still Photography: Nick Simonite
Representation: Kerriann Clem, TPD New York