Title	D ROSE JUMP ROSE
Brand	ADIDAS
Product/Service	ADIDAS 3.5 BASKETBALL SHOES
Category	A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company	TBWA\LONDON, UNITED KINGDOM
Advertising Agency	TBWA\LONDON, UNITED KINGDOM

Name	Company	Position
Steve Tidball	TBWA London	Creative Director
Nick Tidball	TBWA London	Creative Director
Walter Campbell	TBWA London	Director
Nick Gilberg	TBWA London	Editor
Chris Bosher	TBWA London	Strategy
Peter Souter	TBWA London	Chairman And Chief Creative Officer
David Barton	TBWA London	International Account Director
Natalie Spooner	TBWA London	Agency Producer
Petra Tiziani	Freelance	Producer

Results and Effectiveness

Kids started queuing 8 hours before the store even opened, and over 2,500 turned up to watch the action. The resulting online film reached 370,000 views in the first 5 days, and was shared by 8% of those who watched it, including all the key global basketball sites. #jumpwithdrose reached 327,000 Twitter users. And we achieved the highest ever UK search volume for D Rose. We achieved 4 million online impressions, and equivalent earned media value of £2million. Kids in over 30 countries, from Australia to Zimbabwe, begged adidas to open a D Rose Jump Store where they lived.

Creative Execution

Our media challenge was to craft a story that felt like it belonged on the streets. So how we talked to kids was as important as what we said. We launched the campaign idea and #jumpwithdrose on pirate radio to build hype in an authentic way. We put up free posters in changing rooms and chicken shops within a mile radius of the store that drove kids to #jumpwithdrose. And we hit the streets to tell kids what we were doing. Instead of buying their attention we created an idea they were desperate to share. On the day, a massive #jumpwithdrose on the storefront directed conversation, letting kids talk to each other, our MC, and adidas themselves. After the event our online film gave kids social kudos around the world, whilst hyper local posters and business cards with epic imagery of the day made them stars on their own streets.

Insights, Strategy and the Idea

Our brief from adidas was to position NBA superstar Derrick Rose as an urban icon for London. Our target audience? Kids on council estates whose lives and environment mirror the violent Chicago neighbourhood Derrick Rose himself grew up in. The problem? Whilst they know and like adidas, only the minority who play and follow basketball know who D Rose is. So our idea was simple. Let them show themselves how talented they might be at a game many had never played, with a store that rewarded extreme effort with free shoes. This simple act gave an opportunity, and a role model, to a generation of kids more used to being demonised by the media and ignored by society. The event made D Rose and adidas the vehicle for change in these kids’ lives. A rare, and authentic position that few brands can claim.