ESPN - Sportscenter@Night

End Your Day on a Highlight

ESPN came to us with a problem: Those darn millennials weren't watching the late night SportsCenter programming block anymore. 

I'm sure there was more to it, but I probably passed out after they were like, "Hey you wanna work on a campaign for SportsCenter?"

We started by carving out a new identity for the block and renaming it SC@Night.

We focused the campaign around the thought of "End Your Day on a Highlight," positioning late night SportsCenter as a sports version of late night talk shows, filled with the anchor's personalities and commentary. We also created new on-air idents, radio, on-air segments, digital and out of home. Our branding was even used to inform the late night shows' new set designs.