Agency:  Edelman New York

Creative Director: Adam Kitzmann Copywriter: Benji Shaw

Insight: The tendency to focus on the hardcore rules of the game have made basketball less fun for kids.

70% of kids drop out of youth sports by age 13 because they’re no longer having fun playing the game.

The Big Idea: Kinder Chocolate teams up with NBA star Paul George to transform a youth basketball camp in NYC into an unforgettable experience. As “Commissioner of Fun,” Paul surprised kids by reffing a special game with playful rules created by kids, for kids. A press conference with campers, parents, and media unveiled the new game and highlighted Kinder’s mission to “Pass the Fun” while school’s out.

My Role: Ideation, Art Direction, Design, Production