Who: Toronto Raptors/MLSE and Sid Lee.

What: A very up-to-date version of the team’s iconic “We The North” ad, first released in 2014. Now with more Kawhi!

When & Where: It was published hours before the first game of the Raptors’ NBA Finals showdown with the Golden State Warriors. Expect to see a lot of it in the next couple of weeks.

Why: Because the first ad was a huge success for the Raptors, introducing “We The North” as a rallying cry for the team (and the nation) and capturing a bold new brand identity for the franchise.

How: The problem with the original ad was that the game action and player shots were badly dated. The agency kept all the original non-team footage and added some shots from the current playoff run—including Kawhi Leonard’s epic series-winning shot in the second round series with Philadelphia, and his famous dunk in Saturday’s game with the Milwaukee Bucks.

Quote: “We The North”.