| Title | NBA Chinese New Year Secret Envelope |
| Agency | The Marketing Arm |
| Campaign | Secret Envelope |
| Advertiser | National Basketball Association |
| Brand | NBA |
| Posted | January 2017 |
| Business Sector | Sports Teams, Sports Events |
| Story | Red envelopes aren’t the only things that will be full of surprises this Chinese New Year – the upcoming NBA season will likely have a few twists in store as well. This year, the basketball league’s global marketing platform, “This Is Why We Play,” joins in the Chinese New Year festivities with millions of Chinese fans as they enjoy the holiday with their families. With the help of the Houston Rockets’ James Harden, the Brooklyn Nets’ Jeremy Lin, the Golden State Warriors’ Stephen Curry, and the New Orleans Pelicans’ Anthony Davis, the NBA will celebrate its global fan base with a brand new Chinese New Year spot entitled the “NBA Chinese New Year Secret Envelope.” Created by brand engagement agency The Marketing Arm, the spot highlights the magic and worldwide appeal of NBA basketball, as a young Chinese boy receives a special NBA red envelope from his grandfather. Upon opening it, Harden, Lin, Curry, and Davis pop out as miniature paper versions of themselves, delighting the family with a fun and exciting basketball show to welcome the Year of the Rooster. |
| Media Type | Digital |
| Length | |
| Market | China |
| Chief Executive Officer (CEO) | Lewis Henderson |
| President | Tom Meyer |
| Managing Director | Brad Groves |
| Group Creative Director | Harris Wilkinson |
| Agency Producer | John Suits |
| Art Director | Matt Keltz |
| Copywriter | Brian Keltz |
| Production Company | Granite Grove |
| Director | Rob Meltzer |
| Executive Producer | Silke Thompson |
| Creative Director | Elliott Jobe |
| Production Company | Ringer |
| Editor | Ryan Eaton |
| Director of Photography (DOP) | Johnny Ching |
| Production Designer | Sean Costello |