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Hoodie Copyright
Agency Energy BBDO / Chicago + Kepler Media Group / New York + Citizen Relations / Los Angeles + Noun / New York
Category
Physical Products
Annual ID
OS23_EX073M
About the Work
Champion invented the first hoodie in 1934. Since then, the hoodie has been copied by every single brand. In fact, Nike printed its first hoodie on a Champion blank. But no one knows any of this. How could Champion get credit for something they created almost 90 years ago?
We turned Champion’s iconic “C” logo into a copyright symbol and placed it on a special limited-edition hoodie based on Champion’s original design. We dropped the hoodie in culture with the most original creators. Then Hoodieheads took it from there, spreading the word and driving demand on social. As the social conversation reached a fever pitch, we used Champion’s flagship stores across the US to hold a Hoodie Swap, a stunt where people could bring their Nike, Adidas, and Puma hoodies – now known as Champion knockoffs – to swap for the original. More than 3,000 hoodies were swapped in just 24 hours.
The campaign trended in the biggest media outlets and increased engagement across all of the brand’s channels. But most importantly, Champion finally got credit for creating the hoodie. And we didn’t have to sue anyone.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Energy BBDO / Chicago
PR / Marketing Agency
Citizen Relations / Los Angeles
Noun / New York
Media Distribution Company
Kepler Media Group / New York
Copywriter
Peter McCormick
Chief Creative Officer
Josh Gross
Pedro Perez
Creative Director
Gabriel Barrea
Jenna Nussbaum
Zé Baldin
Executive Creative Director
Jonathan Fussell
Robin Laurens
Account Supervisor
Tilbe Cakar
Associate Director
Jacob Weithorn
Content Producer
David Alexander
Matt Scheffer
Senior Art Director
Marianna Von Fedak
Senior Copywriter
Ericka Gordon
Strategy Director
Chase Donahue
Lauren Hurtis
account director
Juan Roman
Lizmarys Ariz
Assistant Account Executive
Hailey Long
Madi Hill
Associate Design Director
So A Ryu
Associate Director, Client Development
Trish Glavez-Tuel
CCO of North America
Luiz Sanches
CEO
Nicolas Mark
Chairman / Chief Creative Officer
David Lubars
Chief strategy Officer
Larry Gies
Client Delivery Manager
Irene Yao
Client Service Director
Greg Morrison
Community Manager
Amaka Onwuta
Mac McIntosh
Content creator
Aj Incammicia
Austin Navickis
Director / Director of Photography
Flynn Drew
Director of Creative Services
Erin Welsh
Director of Studio Production
Mitch Monzon
Director of Unified Production Solutions
Matt Scoville
Director, Client Solutions
Zach Ricchiuti
Executive Director of Music
Daniel Kuypers
General Manager, US
Laura Bremer
Group Business Manager
Katie Rogulich
Group Director, Integration Strategy
Leah Gritton
Head of Integrated Production
John Pratt
Junior Editor
Jon Cochran
Music Business Manager
Cara Niemi
Post producer
Lauren O'Machel
President & CEO
Jeff Adkins
Project Manager, Packaging Design
Bill Rosario
Senior Account Executive
Stephanie Lett
Senior Audio Engineer
Ben Treimer
Senior Marketing Manager
Jonathan Binder
Senior Motion Designer
Viky Kryvanos
Senior Music Producer
Claire O'Connor
SENIOR PRODUCER
Nina Xoomsai
Senior Project Manager
Katie Baiers
Senior Vice President
Ive Balins
Vice President, Accounts
Marvin Fisher
VP Marketing, Champion
John Shumate
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