During our time at Translation NYC, we got the great opportunity to pitch the NBA account. The brief was not easy. The NBA executives felt like they were losing the values that made the NBA the most admired league in the planet. Values like unselfishness, brotherhood, inclusion, respect, etc.

The association was in need of a platform big enough to remind the world of the purpose of the NBA. That’s when we came up with THIS IS WHY WE PLAY. An idea that became NBA’s worldwide platform since 2015, with thousands of executions in every imaginable media.

We can easily say that no other Argentinian has ever made such a big contribution to the NBA. Well, maybe Manu Ginobili. Damn you Manu.