The Timberwolves, their fans and the Zambezi are redefining ‘Minnesota Nice’

The NBA’s Minnesota Timberwolves and independent advertising agency Zambezi unveiled a new team campaign for the first time in four years, “Bring the Nice.” Developed with the agency’s Zambezi North office in Minneapolis, the integrated campaign redefines the ‘Minnesota Nice’ feeling from thoughtful and neighborly to bold and athletic, drawing on the current cultural lexicon of the word ‘nice’. Fueled by the team’s resurgence and led by rising star Anthony Edwards, the Timberwolves are poised to ignite the 2024-25 season by celebrating the spirit of their dedicated fan base on a new level.

The campaign is anchored by a :60 film starring Anthony and his Timberwolves teammates, along with Minneapolis-based youth athletes, local business owners and real fans – there are no actors. Complete with a custom-built visual world of local OOH, global digital and social, and in-arena creative, the hero film debuts on team social today and will be shown tomorrow during the Timberwolves’ regular season opener against the Los Angeles Lakers.

“The Timberwolves fan base and this team have unlocked something special in Minnesota,” said Mike Grahl, Chief Marketing Officer of the Minnesota Timberwolves and Lynx. “We’re excited to have fun with a campaign that serves as both an invitation to fans and a warning to detractors.”

“We wanted to honor and include the real Wolves fans, fans who have been here and are ready to support a championship-aspiring team,” said Chris Raih, founder of Zambezi. “In basketball culture, ‘nice’ has come to mean play, skill, reputation. ‘Bring The Nice’ means we’re proud to represent Minnesota, but we’re also here to compete. You can get dunked on.”

At its core, the campaign offers a new take on the region’s signature ‘Minnesota Nice’ attitude, seamlessly blending Midwestern values ​​with basketball lingo to redefine the moniker. Zambezi North and the Timberwolves creative team remixed ‘lovely’ into something potent and interesting. Crafted entirely in Minnesota, the venue showcases authentic local culture and embodies the true spirit of Midwestern loyalty.

“This campaign connects us with our fans on a deeper level,” said Heather Meyer, vice president of marketing for the Minnesota Timberwolves and Lynx. “We worked hard to reflect the spirit of our fan base and team as we enter this exciting new chapter of Timberwolves basketball.”

The film was shot in Minnesota by Zambezi Production Studio FINEwho also handled post-production, to capture the essence of Timberwolves fans and Minnesota’s local culture, featuring real-life local fans and players, including nationally ranked East Ridge High School basketball player Vienna Murray as she makes a jump shot, superfan Geri Mannie shows off the real Naz Reid tattoo she got back then Loved Studios tattoo parlor owner JC Strobel gave them away for free, a longtime fixture at the Jordan Dye train station, where he greeted fellow fans at the Hi-Lo Diner, the local boys basketball team from The Blake School and local pro-am player and content creator Deandre Raggs, showing its handles. in front of a car with a custom Timberwolves NICE license plate.