Winners & Shortlists

D ROSE JUMP ROSE

Short List
TitleD ROSE JUMP ROSE
BrandADIDAS
Product/ServiceADIDAS 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
Credits
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.