ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Craft in Online / Mobile / Content Strategy
Annual ID
ADC_INT21_002G
About the Work
Our challenge was to re-establish ourselves as the authority in Air Max, bringing sales back to Foot Locker from other retail, DTC channels, or secondary marketplaces.
Reestablishing our Air Max authority meant we needed an idea that truly encompassed what makes the sneaker so special to our community. The Air Max is unique in that it’s constantly updating itself, having a fluid form that reflects the individuality of new generations of sneaker lovers. So we sought to execute an experience for our audience by leveraging an unexpected channel that mirrored the same constant fluidity of this amazing sneaker – Google Slides. A place we discovered sneakerheads over indexed on usage by tracking sneaker releases, monitoring resale prices, participating in raffles, or collaborating on their own creative pursuits.
This shaped the idea into The Endless World of Air Max, a sneaker culture and entertainment hub on Google Slides. Matching the constant evolution of the AirMax, the hub served as an ever-evolving platform, hosting events such as livestreamed art sessions, Air Max Trivia, Air Max fantasy bracket, hidden prizes, and more over a 22-week period. All while updating sneaker enthusiasts on Foot Locker's available product and linking directly to e-comm. Throughout this activity, a team of 3D hand-drawn illustrators, typographers and graphic designers constantly changed the visuals within the experience in real time to keep it exciting - even for return visitors.
The campaign was able to blow expectations out of the water, leading to a 39% increase in revenue during the campaign period vs 2019.
Reestablishing our Air Max authority meant we needed an idea that truly encompassed what makes the sneaker so special to our community. The Air Max is unique in that it’s constantly updating itself, having a fluid form that reflects the individuality of new generations of sneaker lovers. So we sought to execute an experience for our audience by leveraging an unexpected channel that mirrored the same constant fluidity of this amazing sneaker – Google Slides. A place we discovered sneakerheads over indexed on usage by tracking sneaker releases, monitoring resale prices, participating in raffles, or collaborating on their own creative pursuits.
This shaped the idea into The Endless World of Air Max, a sneaker culture and entertainment hub on Google Slides. Matching the constant evolution of the AirMax, the hub served as an ever-evolving platform, hosting events such as livestreamed art sessions, Air Max Trivia, Air Max fantasy bracket, hidden prizes, and more over a 22-week period. All while updating sneaker enthusiasts on Foot Locker's available product and linking directly to e-comm. Throughout this activity, a team of 3D hand-drawn illustrators, typographers and graphic designers constantly changed the visuals within the experience in real time to keep it exciting - even for return visitors.
The campaign was able to blow expectations out of the water, leading to a 39% increase in revenue during the campaign period vs 2019.
2021 Awards
Total Points: 45
Gold Cube
Credits
Agency
BBDO / New York
Design Firm
ilovedust
Production Company
BBDO Studios / New York
Art Director
Woo-Jae Yoon
Creative Director
Martins Zelcs
Designer
Jay Giraldo
Executive Creative Director
Danilo Boer
Marcos Kotlhar
Executive Producer
Andrew Osborne
Strategy Director
Zach Kula
Chief Creative Officer, Worldwide
David Lubars
Senior Art Director
Sho Matsuzaki
Senior Designer
Kim Blasnik
Senior Producer
Mike Woodall
Account Director
Raymond Dorcely Jr.
Account Executive
Matthew Nein
Business Affairs Manager
Heather Weissman
Color Correction
Dan Edwards
Influencer Lead
Lucy Bennett
Project Management Director
Noreen Masih
Senior Account Director
Josh Steinman
Sound Mix
Corey Bauman
SVP, Account Director
Janelle Van Wonderen
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