At its core, we wanted to offer a fresh take on the region’s signature 'Minnesota Nice' attitude, seamlessly blending Midwestern values with the language of basketball to redefine the moniker. We remixed ‘nice’ to mean a kind player…and a fierce player who can dunk on their opponents with a smile. Crafted entirely in Minnesota, the spot showcases authentic local culture and embodies the spirit of true Midwestern craftsmanship.
We brought this project to life by tapping into the authentic spirit of Minnesota’s local culture and the passionate energy of Timberwolves fans. The plan of action started with redefining the concept of “Minnesota Nice,” blending it with basketball’s competitive spirit, showing that “nice” can mean both kindness and fierce skill on the court. The execution was rooted in genuine, organic moments that came from the local community.
One of the standout features of the campaign was the emphasis on authenticity—everything was crafted and filmed entirely in Minnesota, and many of the cast members were actual locals who weren't actors, but everyday Minneapolis residents. Their personal connection to the Timberwolves and the community added an organic energy to the project. For example, the scene at a local bar felt like a genuine Timberwolves pep rally, and the grandmother getting a “Naz Reid” tattoo on the spot was a surprise moment that spoke to the deep fandom in the area.
By embracing the unfiltered enthusiasm of the people and the true culture of Minnesota, we were able to create a campaign that felt both energetic and true to the spirit of the Timberwolves.
The campaign brought the ‘nice’ engagement with sports fans in and out of Minneapolis with 21.9M news coverage impressions, 91% positive sentiment toward the new slogan and campaign, and number one on Ad Age's “Top 5 Sports Marketing Campaigns to Know About Right Now”. On the business side, the Timberwolves were the #1 franchise in the NBA in YOY lift of sold season ticket packages, reaching 11,000 season ticket members for the first time since their inaugural season in 1990.
