ESPN Captures the Fan Spirit of 15 Schools in Brand Campaign for the ACC Network

New channel launches in August

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.

CREDITS

ESPN: ACCN "WE DO THIS" Network Launch 
Airdate: March, 12, 2019  
 
Client: ESPN 
VP Sports Marketing: Emeka Ofodile 
Sr. Marketing Director: Michelle Berry  
Marketing Director: Jill Husak 
Marketing Coordinator: James Giblin  
 
Agency: Preacher  
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

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Tim Nudd
Tim Nudd is editor in chief of Clio Awards.