[Cannes Lions 2014] d rose jump store

The NBA all-star Derrick Rose was in London for just one day, and they had 2 hours of his time to turn him into an urban icon for Adidas. Our target audience was highly focused – kids on council estates whose lives and environment mirrored the violent Chicago neighbourhood Derrick Rose grew up in. A handful of these kids would be existing adidas basketball customers. But our brief was to help Derrick transcend the category. The strategy was to engage kids with an innovative, basketball inspired event, that would build a bridge between D Rose’s story and their own. (http://www.eurobest.com/)