Anyone Can Bracket

Agency: BSSP


March is quickly approaching and that means March Madness. ESPN’s famed Tournament Challenge is back to help celebrate men’s and women’s college basketball. After a record breaking year, which saw over 9M participants and over 20M total brackets, ESPN challenges all sports fans, including the more casual fan to play the #1 bracket game.

“Anyone Can Bracket,” a new fully integrated campaign, launches today, showing how low-pressure and fun the process can be, no matter your strategy. In the lead :30 and a series of :15s spots, ESPN highlights a range of characters, from the Cat Connoisseur and Horizontal Teen to Mom Hiding in the Bathroom and Desk Tchotchke, all picking their bracket in unconventional ways.

Created in partnership with longtime creative partner Butler, Shine, Stern & Partners (BSSP), “Anyone Can Bracket,” embraces the unpredictability of the tournament. Through the campaign’s cast of characters, fans can see how there is no one way, or one type of person, who can fill out a bracket. Anyone — or anything — can fill one out and have a pretty good shot at success.

The new work will run across broadcast, digital, social, OOH, radio, live reads and email, even extending to familiar ESPN personalities filling out brackets to follow.

This is the 10th campaign from BSSP and ESPN’s partnership, which includes award-winning work like the ‘One App, One Tap’ series and Fantasy Football executions. Last year, Tournament Challenge had its biggest year yet. The Men’s Tournament Challenge collected more than 20 million completed brackets before the start of the tournament, the most ever for the #1 bracket game.

At the peak period of entries shortly before the start of the first game, fans registered more than 26,000 brackets per minute. For the Women’s Tournament Challenge there was a 41% increase in total entries in 2023 with an overall year-over-year increase in players up 23%. Marking the first time in history ESPN has achieved over 1M+ users and 2M+ brackets. These results are a reflection of ESPN’s equitable approach across the men’s and women’s games. ESPN is proud to play a role in the significant upward trend in popularity of women’s sports and women’s basketball in particular.

This professional campaign titled 'Anyone Can Bracket' was published in United States in February, 2024. It was created for the brand: ESPN, by ad agency: BSSP. This Integrated medium campaign is related to the Sports industry and contains 6 media assets. It was submitted about 2 months ago.


Client - ESPN:
Tina Thornton - EVP, Creative Studio and Marketing
Seth Ader - VP, Brand Marketing
Alex Healy-Lucciola - Sr. Director of Brand Marketing
John Lobo - Associate Director of Brand Marketing
Jon Little - Associate Producer II
Lenny Washington - Coordinator, Brand Marketing

Agency - BSSP:
Sinan Dagli - Executive Creative Director
Robyn Tenenbaum - Creative Director
Lauren Byers - Senior Art Director
Justin Cannon - Associate Creative Director
Cade Wallace - Senior Producer
Shelby Deffterios - Associate Producer
Jake Bayham - Head of Strategy
Adrienne Johnson - Associate Strategy Director
Kyle Rodriguez - Account Director
Gustavo Feria - Account Supervisor
Kelsey Oium - Project Manager
Krista Horn - Senior Business Affairs Manager

Executive Producers, George Meeker, Jeff Miller, Kristian Andresen
Production Company: The Sweetshop
Production Service: Transmission Creative (Canada)
Director : Kate Halpin
Producer: Colin Hudock
Director of Photography: Mat Barkley
Production Designer: Rose Weir
Production Supervisor: Jennifer Davis

Editorial / Finish: MackCut
Editor: Brendan Hogan
Assistant Editor: Brian Gladstone
Executive Producer: Gina Pagano
Color: Stephen Picano
Animation: Nick Quiles
Conform: Jim Hayhow
Sound Design: Brendan Hogan and Marc Healy


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