Timberwolves / Bring The Nice
Energized by the team's resurgence and rising star Anthony Edwards, the Minnesota Timberwolves are poised to light up the 2024-25 season. To amplify fan excitement, we teamed up with the Timberwolves to redefine ‘Minnesota Nice,’ transforming it from kind and neighborly to bold, confident, and athletic.
“Bring the Nice” leverages the modern cultural meaning of ‘nice’ to seamlessly merge Minnesota values with the energy of basketball. The campaign spans a custom-built visual world across local out-of-home (OOH), global digital and social media, and in-arena creative. At its core is a :60 film featuring Anthony Edwards and real fans—no actors—alongside local business owners and young athletes. This authentic storytelling highlights true Midwestern loyalty, craftsmanship, and culture.