Foot Locker has launched its annual hoops-inspired holiday shopping experience ’12 Days of Greatness’ initiative promoted by a campaign led by a cheeky spot called ‘The Worst Kept Secret’.
The sports and footwear retail giant worked with agency BBDO NY to promote the basketball shopping experience across all Foot Locker social channels.
The creative features a line-up of sneakerhead, streetwear designers and culture-makers all celebrating their love of the game: including Wairare Boswell, Don C, Melody Ehsani, Montrezl Harrell, Kyle Kuzma, Sami Miro, PJ Tucker and Rhuigi Villaseñor.
The ad, helmed by Director X, shows the great lengths they all went through to keep ’12 Days of Greatness’ a secret, covert project…up until now.
The launch was timed to leverage the late running NBA Draft, which took place on 18 November, and the products are released between 20 November and 26 December at Foot Locker (both in-store and online).
The campaign was created for by BBDO New York and the agency team was led by Chief Creative Officer David Lubars, Executive Creative Directors Alex Booker and Philip Sicklinger, Creative Director Martins Zelcs, Associate Creative Directors Victor Roa and Sam Bauer, Associate Creative Director (Design) Bhanu Arbuaratna, Senior Designer Kimberly Blasnik,enior Account Directors Josh Steinman and Janelle Van Wonderen, Account Director Raymond Dorcely Jr, Account Executive Matthew Nein, Group Executive Producer Anthony Curti, Senior Producers Katie Greene and Andrew Osborne, Producer Michael Ritchie, Art Producer Lizzy Lehn, Strategy Director Zach Kula, Project Management Director Noreen Masih, Influencer Lead Lucy Bennett, Senior Music Producer Julia Millison, Photographer Tom Bender, Sound Mix Sound Lounge, Executive Producer Becca Falborn, Producer Lauren Mullen and Mixer Rob Difondi.
The editorial company was Cabin Edit with Managing Partner Carr Schiling, Executive Producer Adam Becht, Editor Graham Turner, VFX & Conform was by Alt.VFX, with animation by Squad47 and production by M Ss Ng P Eces.
Comment:
This year’s work follows in the footsteps of BBDO NY’s 2019 ’12 Days Of Greatness’ blockbuster campaign which featured an alien invasion, meteor showers and zombies roaming the streets (see case study) and 2018’s global #BecauseSneakers anthem based ad campaign (see case study).
Links:
Foot Locker
BBDO NY
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