New: Fraser and Sports Illustrated Germany seek to know what lies behind the fascination with basketball

Fraser shot a basketball campaign for Sports Illustrated Germany. Just in time for the start of this year’s European Basketball Championship in September, the latest issue of Sports Illustrated Deutschland features basketball as its biggest star. In keeping with this, Fraser has created a campaign that brings the feelings of basketball fans to the fore.

What is behind the fascination for basketball? Fraser has developed a campaign for the sports magazine under this guiding question.

The August 29, 2022 basketball special features German superstar Dirk Nowitzki on the cover. In the exclusive cover story, the German sports legend talks about the NBA, the German team and his personal plans for the future. Dennis Schröder, captain of the German national team, also talks in a detailed interview about the best league in the world, his childhood and the upcoming tournament.

Christoph Landsgesell, Editor-in-Chief of Sports Illustrated Deutschland, said: “Dirk Nowitzki is the best German basketball player of all time and one of the best NBA players in the history of the sport, Dennis Schröder the most successful German professional. of our time. In the new issue of Sports Illustrated, both exceptional athletes have their say.”

In this context, Fraser launches three ads that aim to capture different feelings: the ad is both analog and interactive “Paper ball”, which engages readers and indirectly invites them to get active and form a ball of paper to play basketball. “Goosebumps”, which creates an analogy between the unique texture of a basketball, reminiscent of goosebumps, and the emotions that this sport can trigger. Finally “Swoosh”, a video that captures another phenomenon: the distinctive sound that is generated when the ball enters the basket directly into the net without touching the rim.

Fernando Barbella, ECD at Fraser, said: “We are very excited about this opportunity to work with Sports Illustrated Deutschland again. Launching this new basketball-focused edition gave us the playful freedom to create an ad that is interactive but 100 percent analog. We also experimented with the hypnotic effect of ASMR sounds in the video ad.” In turn, he added: “To quote Dirk Nowitzki: ‘It’s fun to be around guys who want to work, who want to learn, who want to get better.’ That’s how we feel every time we work with the Sports Illustrated team.”

Fraser has been supporting Sports Illustrated Deutschland since the first German edition in December 2021.



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