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.
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Category
Craft in Online / Mobile / Art Direction
Annual ID
ADC_INT21_042M
About the Work
Those who love basketball culture have more of it to absorb today than ever before between highlights on IG, player beef on Twitter, and viral TikTok celebrations. While this audience may have a lot of opportunity to observe this culture, they remain limited in how they can become a part of it themselves. They participate in the culture by wearing the footwear inspired by the game and those who influence it, so we thought Foot Locker would be perfect to bring them a new level of cultural access and participation.
With the world shutdown due to COVID-19, we wanted to bring this cultural access to a place where our audience could participate virtually. Our solution was to create a one-of-a kind, live event on Twitch to celebrate basketball, sneakers and the culture at large. Twitch usage was high with younger audience (68% of all users), users over-indexed on interests in apparel and sneakers, as well as having a very high virtual engagement of 27-28 minutes per vist, 4x daily. So we partnered with artist Temi Coker to create a vibrant look and feel for the campaign, and animated Temi’s art on our court in real time using 3D projection mapping. Viewers of the livestream could use Twitch functionality to influence the artwork on the court live, get their Tweets animated live on court, cheer for and interact with the influencer talent competing in a slam dunk contest, game of HORSE, and a 1 on 1 matchup. These events unfolded over three days, each inspired by a unique theme related to basketball culture.
With the world shutdown due to COVID-19, we wanted to bring this cultural access to a place where our audience could participate virtually. Our solution was to create a one-of-a kind, live event on Twitch to celebrate basketball, sneakers and the culture at large. Twitch usage was high with younger audience (68% of all users), users over-indexed on interests in apparel and sneakers, as well as having a very high virtual engagement of 27-28 minutes per vist, 4x daily. So we partnered with artist Temi Coker to create a vibrant look and feel for the campaign, and animated Temi’s art on our court in real time using 3D projection mapping. Viewers of the livestream could use Twitch functionality to influence the artwork on the court live, get their Tweets animated live on court, cheer for and interact with the influencer talent competing in a slam dunk contest, game of HORSE, and a 1 on 1 matchup. These events unfolded over three days, each inspired by a unique theme related to basketball culture.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
BBDO / New York
Production Company
VTPro Design
Post Production Company
BBDO Studios
Art Director
Ellen O'Donnell
Creative Director
Anthony Ciannamea
Brian Stokley
Martins Zelcs
Designer
Andreas Vaduva
Editor
Mike Plunkett
Executive Creative Director
Danilo Boer
Marcos Kotlhar
Executive Producer
Adrienne Katz
Andrew Osborne
Producer
Jett Gelber
Joshua Katcher
Mike Lee
Strategy Director
Zach Kula
Writer
James Henderson
Chief Creative Officer, Worldwide
David Lubars
Senior Producer
Allie Kolb
Mike Woodall
Account Director
Raymond Dorcely Jr.
Account Executive
Matthew Nein
Art Producer
Lizzy Lehn
Color Correction
Dan Edwards
Colorist
Anthony Campagna
Influencer Lead
Lucy Bennett
Production Manager
Hayk Khanijan
Nico Yernazian
Project Management Director
Noreen Masih
Senior Account Director
Josh Steinman
Sound Design
Eric Davis
Sound Mix
Corey Bauman
Studio Director
André Rowe Jr.
SVP, Account Director
Janelle Van Wonderen
Touch Designer
Charlie Wilson
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