SENIOR CONTEXT PLANNER

• Client: State Farm

• Campaign: The New Chris Paul

• Agency: Translation

After a decade of ads, State Farm wanted a new Chris Paul, so we gave them The New Chris Paul. How’d we do it? Well, we created a seamlessly timed and orchestrated plan carried out via online and broadcast media. The story begins as the “New Chris Paul” hacks Chris Paul’s IG then a disruptive takeover of the United Center’s Jumbotron during All-Star Weekend. The takeover continued throughout the rest of the season with 5 hero spots and a suite of online + TVC spots, but we didn’t stop there! To fully integrate the takeover, we immersed NCP into CP3’s world and infiltrated aspects of his life and leveraged every singe one of State Farm’s media partnerships in attempt to replace “The Real Deal”. From B/R, Turner, Player’s Tribune, and more we extended the campaign into places no one saw. I mean, who saw a NCP merch line?!