Kevin Durant and Degree team for “Tears of Joy”

(The NBA star shares an inspiring journey back)

Today, NBA star Kevin Durant and Unilever’s Degree Deodorant have launched a new campaign, “Tears of Joy,” which offers a firsthand look at the NBA star’s inspiring journey back to the court and how he stays motivated and encourages everyone to #KeepMoving. 

We already know that movement can help unlock transformative physical, emotional and social benefits that helps improve your overall wellbeing – but the pandemic has led to a decrease in movement across the world.

As a brand committed to inspiring confidence in everyone to move more, Degree believes nothing should hold you back from breaking a sweat and enjoying the transformative benefits of movement.

Right in time for the new year, our friends at BBDO have created a new campaign with Durant shares some much-needed inspiration to keep moving and start sweating. “Tears of Joy” is a celebration of sweat – your body’s way of cheering you on and helping you push through barriers to keep going. 

Over the last year, Kevin went through his own injury/recovery process under the public eye. With this in mind, “Tears of Joy” follows the journey Kevin and so many everyday people also experience as they push through personal and societal barriers to keep moving and achieve their goals – because they know nothing worth achieving is gained by standing still. Watch below:


ALSO READ: Cashmere teams with NBA great Chris Webber for series


Together, Degree and Kevin Durant want to inspire everyone to shed tears of joy and #KeepMoving with confidence this year because Degree has your back.

CREDITS:

CLIENT – Unilever

AGENCY – BBDO New York 

  • Chief Creative Officer, BBDO Worldwide and Chairman of BBDO North America – David Lubars
  • SVP, Senior Creative Director – Peter Alsante
  • Associate Creative Director – Joe Russomano
  • Associate Creative Director – Temnete Sebhatu
  • SVP, Executive Producer – Anthony Curti
  • Associate Producer – Reid Pierce
  • Senior Business Affairs Manager – Heather Weissman
  • Senior Music Producer – Julia Millison
  • Executive Music Producer – Melissa Chester
  • Head of Art Production – Erin Breen
  • EVP, Senior Director – Joshua Steinman
  • Account Manager – Christian Martinez
  • EVP, Group Planning Director – Yin Chung

Production Company – SMUGGLER  

  • Directors – rubberband
  • Executive Producers – Patrick Milling-Smith & Brian Carmody
  • Executive Producer – Sue Yeon Ahn
  • COO – Andrew Colón
  • Head of Production – Alex Hughes
  • Producer – Matt Day
  • Director of Photography – Patrick Golan
  • Production Designer – Miranda Lorenz
  • Stylist – Michelle Martini

EDIT – Rock Paper Scissors

  • Editor – Mikkel Nielsen 
  • Assistant Editor – Alex Liu 
  • Producer – Lisa Barnable 
  • Managing Director – Eve Kornblum
  • Flame artist – Eddie Reina 
  • Flame Producer – Barbara Kontarovich

MUSIC – Heard City

  • Audio Mixers – Keith Reynaud + Elizabeth McClanahan
  • EP – Sasha Awn, Jackie James
  • Producer – Andi Lewis
  • Managing Director – Gloria Pitagorsky

COLOR – Company 3

  • Colorist: Stefan Sonnenfeld
  • Producer: Blake Rice

SOURCE: BBDO

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