Hennessy and the NBA Strive to Make an Impact Beyond the Lines of Play – Muse by Clio

"The NBA has always demonstrated a desire to push the game to new heights and into new arenas of culture," says Hennessy U.S. senior vice president Jasmin Allen. "The game's influence goes well beyond the court to impact communities around the world."

The work acknowledges that "Hoopers were no longer just hoopers, they were becoming artists, business owners, executive producers and whatever else they wanted to be," adds Droga5 copywriter Nate Richards.

Indeed, "Make Moves That Start Movements" underscores the league's ever-expanding influence (at a time when the NFL, MLB and other sports have idled or lost ground). The NBA recently explored these themes in its Idris Elba-voiced playoff campaign, while Hennessy elegantly illustrated such concepts last year. Even Nike's "Play New" draws from a similar game plan, showing competition, movement and exercise enriching lives outside the lines of play.

On the most basic level, these efforts portray sports as a vibrant facet of the modern zeitgeist, strengthening character, improving lives and buttressing neighborhoods in sundry ways. Clearly, that's true for hundreds and millions (perhaps billions) of folks worldwide. So such messaging, essentially an evolution and expansion of the "Just Do It" ethos, rings loud and true across multiple campaigns.

Beyond the half-minute "Start Movements" anthem, Hennessy plans to extend its "Unfinished Business" platform to the NBA, encouraging teams and players to launch and support community projects nationwide. Droga5 introduced the initiative last year to assist Black, Asian and Latinx small-business owners struggling against inequities exacerbated by the pandemic.

"Two things that have made me who I am today are my drive on the court and inspiring and impacting others beyond the game of basketball," Westbrook, who made an "Unfinished Business" donation to help facilitate positive change, says in a statement. "Working with Hennessy, I'm able to continue expanding my legacy to make a meaningful impact and keep inspiring others."

Client HennessyCampaign Make Moves That Start MovementsTitle Take it FarLaunch Date 06/07/21

Agency Droga5 NYCo-Chief Creative Officer Felix RichterGlobal Head of Art Alexander NowakCreative Director Haywood Watkins IIICopywriter Nate RichardsArt Director Macaihah BroussardAssociate Design Director Albie EloyDesigner Olivia PiazzaJunior Designer Kevin McCallumAssociate Director of, Film Ruben MercadalSenior Producer, Film Samar ZamanAssociate Producer, Film Hugh CopelandSenior Music Supervisor Mike LadmanMusic Supervisor Sarah TembeckjianDirector of Business Affairs Dan SimonettiCelebrity Talent Relations Lead Whitney VoseSenior Business Affairs Manager Ann Marie TurbittAssociate Director of Art Production Bianca EscobarExecutive Producer, Print + Fabrication Alyssa DolmanRetoucher Mike VorrasiRetoucher Natasha KaserRetoucher John ClendenenGraphics Studio Manager Michael MocklerChief Brand Strategy Officer Harry Roman-TorresStrategy Director Drew SimelSenior Strategist Justin ClagetteGroup Communications Strategy Director Delphine McKinleySenior Communications Strategist Tattiana BambaGroup Data Strategy Director Christina FieniSenior Data Strategist Daria KorenGroup Account Director Lindsay ColeAccount Director Jordan CappadociaAccount Manager Sydney GoldenAssociate Account Manager Sela BetzProject Manager Danielle Gibbons

Client Mot HennessyPresident & CEO, Mot Hennessy North America Seth KaufmanSVP, Hennessy, Mot Hennessy North America Jasmin AllenVP Brand Marketing, Hennessy Derek RuedigerSenior Brand Director, Hennessy V.S Deon HarrisBrand Director, Hennessy V.S.O.P Isadora BaillyBrand Director, Hennessy X.O & Innovations Rachel LiGlobal President & CEO, Hennessy Laurent BoillotGlobal CMO, Hennessy Julie NolletGlobal VP Marketing, Hennessy Premium Range Amanda HawkGlobal VP Marketing, Hennessy Super Premium Bertrand LandreauGlobal VP Marketing, Prestige Brands & Innovation Emmy Aoun Gestin

Production Company Divison7Director Joshua KissiDOP Logan Triplett, Minka Farthing-KohlEx. Producer David Richards, Kamila ProkopProducer Luigi Rossi

Photographer Joshua Kissi

Editorial Cut + RunEditor Jonnie ScarlettAssistant Editor Chris HilkManaging Director Lauren HertzbergProducer Hope DuHaime

Post Production The Mill NYExecutive Producer Mandy HarrisAssociate Producer Katharine MulderryCD Gavin WellsmanColorist Michael RossiterColor Producer Evan Bauer2D Leads Andre Vidal, Taner Besen2D Team Jeff Robins, Tara Holldand, Kieran Hanrahan, Kshitij Khanna, Hailey AkashianFinish Anton Anderson

Music House Found ObjectsExecutive Creative Director Trevor GureckisExecutive Creative Director Jay WadleyCreative Director Ben MarshallCreative Adam WeissExecutive Producer Jennie ArmonHead of Production Matt NelsonProducer Katt MattProducer Nick ChomowiczAssociate Music Producer Agatha Lee

Sound House Wave StudiosSound Design & Mix Aaron ReynoldsExecutive Producer Vicky FerraroProducer Eleni Giannopoulous

More here:

Hennessy and the NBA Strive to Make an Impact Beyond the Lines of Play - Muse by Clio