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    ESPN Classic

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    Introducing an archive sports channel to Europe with the premise ‘exclusively not live’. Welcome to Dead Good Sport.

    Insight

    • There was nothing rose-tinted about ESPN Classic
    • Working with the brilliant team at Disney, we set out to give classic sport an irreverent twist

    Idea

    • Dead Good Sport
    • Inspired by the truth that the content on the channel was 100% archive, we coined the phrase ‘Exclusively not live’
    • All wrapped-up with an engaging, tongue-in-cheek tone

    Identity

    • A bold identity with bespoke retro typeface inspired by the ESPN logo to convey the classic nature of the channel

    Implementation

    • Brand naming & positioning
    • Visual identity
    • Go-to-market plan
    • TV idents
    • Advertising
    • Collateral
    • PR support

    Impact

    • Huge PR traction, seeing ESPN Classic rise to a top ten satellite and cable channel in name recognition
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