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2022 One Show - Direct Marketing

Reverse Renegade

Agency Energy BBDO / Chicago + Hanes / Champion + Verytaste / Chicago

Client Hanes / Champion

Category

Integrated Campaign

Annual ID

OS22_DM091M

About the Work

In July 2021, Black Content Creators went on a strike, refusing to choreograph new dances and calling out what they see as a new form of cultural appropriation on TikTok. The movement raised awareness for one of Tik Tok's first injustices: The Renegade Challenge. The platform's most viral hit –#renegadechallenge 120MM Views - transformed the careers of some white influencers, but the real creator didn't receive credit or recognition at the time: Jalaiah Harmon. When she was credited, the trend was almost over. Champion, a brand that advocates for true champions and the creator of Reverse Weave hoodie, wanted to reverse the inequity among creators on Tiktok and a franchise in decline. To do so, the brand teamed with Jalaiah and created a new version of the Renegade as a sign of protest: the Reverse Renegade. Jalaiah launched the same dance, but with the moves in reverse, making it a whole new challenge for TikTok fans. More than reversing the choreography, Champion wanted to reverse views and credits to Jalaiah's profile. And they did. Using a hashtag, people could share and try the challenge. Fans, tik tokers, even influencers embraced the cause and spread the Reverse Renegade across the internet. It became Jalaiah's most viewed video - even more than the original Renegade – and increased 89% Reverse Weave's sales. The Reverse Renegade put Jalaiah in the spotlight, and Jalaiah made Reverse Weave iconic again.

2022 Awards

Total Points: 3

Merit

Credits

Agency

Energy BBDO / Chicago

Client / Brand

Hanes / Champion

Production Company

Verytaste / Chicago

Copywriter

Tony Marzano

Chief Creative Officer

Josh Gross
Pedro Perez

Executive Creative Director

Ioana Filip
Jonathan Fussell
Robin Laurens

Account Director

Billy Jones
Juan Roman

Content Producer

Matt Scheffer

Line Producer

Tayler Bujnowski

Senior Art Director

Gabriel Barrea

Senior Copywriter

Zé Baldin

Senior Producer

Maddie Gorman

Strategy Director

Chase Donahue

1st Assistant Camera

Doris Pan

1st Assistant Director

Gianna Capra

Chief Innovation Officer

Alan Parker

Content Creator

Michael Hanks

Digital Imaging Technician

Eric Almond

Director / Director of Photography

Kevin Oh

Director / Producer

Johnny Castle

Director of Creative Services

Erin Welsh

Director of Production Services

Frank Tavolino

Director of Unified Production Solutions

Matt Scoville

Executive Director of Music

Daniel Kuypers

Gaffer

Ted Holmwood

Group Business Manager

Katie Rogulich

Group Director, Integration Strategy

Leah Gritton

Head of Design

Hung Vinh

Head of Integrated Production

John Pratt

Junior Content Creator

Austin Navickis

Key Grip

Matt Hatleberg

Senior Account Executive

Tilbe Cakar

Senior Project Manager

Katie Baiers

Swing

Raf Young

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