Working once again with agency Butler, Shine, Stern & Partners (BSSP) and production company 1stAveMachine, ESPN has garnered two gold Clio awards in animation and music and a silver in copywriting for its “One App, One Tap” spot. It is the third in a series that began in 2021 with rapper Chika, followed by the Domino Saints.

 

The third spot breaks away from earlier versions by featuring the artist beyond the soundtrack with an animated illustration of BIA that speaks to ESPN’s intersection of sports, art, music and culture to reach a younger, digital-first audience.

The award-winning spot features multi-platinum artist and TikTok phenom BIA, as the brand looks to engage the new Gen Z audience. With more than 5.6 million listeners on Spotify and an equally impressive following on TikTok featuring her viral hit “WHOLE LOTTA MONEY,” BIA brought a new original rap (written by BSSP) to life. She kicks things off with, “One app, one tap, so stacked, a whole lotta everything––now that’s facts. One app―rookies makin’ plays you gotta see, Mel talkin’ picks―the draft OG. ‘Thug Rose’ drawing blood in the octa-gon, Knicks fans out here yelling ‘BING BONG!’”   

 

Directed by Diego Berahka, the spot continues to hinge on the same dynamic mixed-media animation, splashy video clips and photos, as seen in the first two, but this time featuring a fresh batch of athletes. Anthony Edwards, Connor McDavid, Rose Namajunas, Cooper Kupp, Davante Adams, as well as top ESPN talent including Mel Kiper Jr., Malika Andrews, Mina Kimes and Laura Rutledge, all showcase the wide-ranging content available on the ESPN app, like live sports, scores, stats, analysis, and ESPN original content. 

 

“As huge sports and music fans, this was a dream project for us to write and bring to life,” said Robyn Tenenbaum, creative director at BSSP. “Rapper BIA takes our lyrics to the next level. Her voice combined with fun and fast-paced visuals underline how the ESPN app is home to just about all there is to love about sports.”

 

This new campaign is running nationally across TV and includes a larger digital and social play. The :60 hero spot will live at the center of the initiative with additional shorter cuts running online. 

Client: ESPN – “One App, One Tap” 

Campaign Name: ESPN – “One App, One Tap” 

Client: ESPN

EVP Commercial Marketing Networks & ESPN: Laura Gentile

Vice President, Brand Marketing: Seth Ader

Coordinating Director, Music: Claude Mitchell

Senior Director, Brand Marketing: Peter Mulally

Director, Talent Production: Stacey Pressman

Music Director: Kevin Wilson

Manager, Brand Marketing: John Lobo

Marketing Assistant: Lenny Washington

Marketing Intern: Diana Flynn

Sr. Talent Producer: Katie Hennessey

Assoc Producer II: Jon Little 

Associate Producer: Cam Gross

Talent Producer: Zuriel Loving

 

Agency: BSSP

Head of Production: Liz Corsini                          

Executive Creative Director: Sinan Dagli                                                                     

Creative Director: Robyn Tenenbaum 

Art Director: Kelly Bernard

Design Director: Dennis Remsing                                                          

Producer: Mary Ellen Duggan

Head of Strategy: Jake Bayham

Senior Strategist: Adrienne Johnson                             

Account Director: AJ Marino

Account Executive: Amanda Burtnett

 

Production Company: 1stAveMachine BA

Director:  Diego Berahka

Partner/Executive Producer:Lautaro Brunatti, Sabrina Elizondo

Executive Producer: Marina Cufré

Producer:  Toby Rubin-Sowers

Editor: Mauro Caporossi

Designer: Juan Barabani, Nahuel Rollan

2D Animator: Dante Zabala, Patricio Plaza, Matías Petroli, Lucía Vidal, Leandro Feuz

Composers: PIMBA VFX

Color correction: Anahí Piccinin

 

Music House: Soup Music                                                                                                            

Composer/ Sound design: Andy Huckvale                                                                  

Audio Mix: Lime Studio

Mixer: Matt Miller