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Detroit Pistons hire Community Agency

NBA basketball team the Detroit Pistons has retained Toronto-based Community Agency to develop an advertising campaign in advance of the 2021 season. Called “D-Up,” the campaign seeks to highlight the “resilience, relentlessness and rising power” of the team, according to the agency. It includes 60- and 30-second video executions that encourage fans to “embrace where they're from” and to “own their differences.” The creative features images of Detroit neighbourhoods, local recreational players and clips of the team’s games. Additional elements will be added to the campaign as it continues through the season.

“This campaign is about the fans, the city and the thrill of potential,” said Community chief creative officer Art Mandalas. “We want people to rally around the fact that the Pistons are stepping into their power for an exciting new chapter, and we want the rest of the NBA to take notice.”

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