The Nize Dat campaign was put together as a pitch for the Toronto Raptors 2019 NBA Playoffs.

Goal: The objective of this campaign was to mobilize the youth and young adults of Toronto, fostering a sense of pride and unity in support of the sole Canadian basketball team in the NBA.

Solution: The campaign was conceptualized with the intention of resonating with the contemporary youth demographic. It aimed to transcend the conventional hype video, striving for relevance within the current cultural landscape. Capitalizing on the increasing prevalence of Toronto slang, notably popularized by millennial hip-hop artists such as Kardinal Offishal, Tory Lanez, and Drake, the campaign utilized the term “Nize Dat”, signifying a directive to silence rivals or opposing fans.

As an integral component of the campaign, exclusive merchandisefeaturing original artwork was made available for online purchase. Notably, the campaign coincided with the Toronto Raptors securing their historic 2019 NBA championship, further enhancing the overall impact and success of the initiative. Find the link to view the video: https://www.youtube.com/watch?v=Ab4XXV5ct7A