Moët & Chandon champagne house taps Carmelo Anthony, Sue Bird, Jason of Beverly Hills, and Don C. to celebrate the journey to greatness just in time for the 2021 NBA Playoffs.
Each luminary partner was selected for their unique representation of Greatness Under Pressure. Created in partnership with Portland-based independent creative agency, KAMP GRIZZLY, the campaign assets highlight the four luminaries within individual video segments as they tell their stories, with nods to their careers and greatest achievements woven into the set and dialogue.
A wine lover and connoisseur, Anthony represents resilience, determination, and perseverance. Like a fine wine – his storied career transcends multiple generations of NBA talent, and he is still dominating on the court today. As a top-10 all-time NBA scorer, Anthony is driven by his desire to succeed and create a better life for himself, his family, and generations to come, giving back to the community through his many off-court endeavors including the Carmelo Anthony Foundation and the Social Change Fund’s outreach programs and donations. As a board member of the National Basketball Social Justice Coalition, he remains a leading voice in the league and in the larger ongoing fight for social justice today.
“Greatness is earned, not inherited. My hope is that through this campaign, people will realize that it’s our character, our community, and the obstacles we overcome that make us truly great,” says Anthony.
Another star of the campaign, WNBA’s all-time assist leader Bird represents dedication to her craft on and off the court, having honed her skills to become the world’s premier point guard, while also advocating for equality across historically underrepresented groups, universal health, and wellness, and expanding opportunities for young women in sports through mentorship programs.
“For me, how you handle the lead-up to a championship is what’s important,” says Bird. “It’s the hard work, discipline and time you put in that define greatness. Of course, with all of this comes taking time to celebrate the milestone moments, no matter how big or small.”
Returning Moët & Chandon partner and designer, Don C., known for his brand, Just Don, has paved his own road to success by staying true to his passion and creativity. He is inspired by the teamwork and greatness exemplified by those around him, especially as exhibited by professional NBA players. A longtime fan of Moët & Chandon and partner from the brand’s 2019 Nectar of the Culture campaign, Don’s ethos reflects the dedication and perseverance that Moët & Chandon highlights within this new campaign.
As a loyal partner of the NBA and trusted jeweler to athletes across the globe, Jason captures the true essence of
dedication, craftsmanship and resilience through one piece of art – the championship ring — as the final celebration of a player’s journey to career success. Jason also paved his own road, following his passion and remaining committed in his craft to become one of the most successful celebrity jewelers today.
Founded in 1743, Moët & Chandon has faced its own moments of pressure throughout history to become the No. 1
champagne in the world.
“Each luminary has had a unique career path, and we are elevating their stories knowing that Moët & Chandon, as well as the NBA, have a shared history of rising to greatness in the face of high-pressure moments. In this campaign, we not only highlight the crowning moments, but we celebrate the journey, including all of the obstacles and accomplishments we achieve along the way.” – Anne-Sophie Stock, U.S. Vice President at Moët & Chandon.
2021 NBA playoffs
The 2021 NBA playoffs is a postseason tournament of the National Basketball Association’s 2020–21 season. With the COVID-19 pandemic impacting the NBA for the second consecutive year, the regular season was reduced to 72 games for each team and the start date of the playoffs was moved from its usual time in mid-April to May 22, 2021. It will end with the 2021 NBA Finals in July.
The Los Angeles Lakers were the defending champions, but they lost in the first round to the Phoenix Suns; the 2020 NBA finals runners-up Miami Heat were eliminated in the same round by the Milwaukee Bucks.