Billie Jean King Your Shoes Case Study
这是Adidas最近发起的一场名为"BJK Your Shoes"的营销战役，以“改变”为主题创造了一个"Here to Create Change"的平台，即在Flushing Meadows adidas商店里，消费者可以免费获得自己的BJK改造鞋。无论你的鞋是阿迪达斯、耐克、锐步、彪马还是路易威登，通过用模板和喷漆，都可以变成经典的BJK蓝加三道杠的款式。
此次营销战役的主角BJK——Billie Jean Kin比利·让·金，美国著名的职业网球运动员。39次大满贯的记录使她在网球界享有不可替代的位置，与此同时她还是一位平等权力的倡导者。1973年，她获得网球“性别大战”"Battle of the Sexes" 的胜利，从此打破了赛场上全员男性的格局，而在那次意义重大的比赛上她穿的是一双蓝色的阿迪达斯。
阿迪达斯向45年前那场具有历史意义的性别之战致敬，开启了一场复刻创意，让当年Billie Jean Kin赢得比赛时穿的那双鞋重新回到人们的视线。
首先，Billie Jean Kin的头像替换了阿迪达斯代表性Stan Smith的签名LOGO。
同时，将鞋身变成标志性的BJK蓝。
顾客可以拿着自己任何品牌的鞋子前来，统统可以变身成BJK款。
Billie Jean King本人在社交媒体上也亲自为该营销活动宣传。在宣传片里，她身穿着一件亮绿色adidas运动服和那双蓝色运动鞋，给堆起的白色运动鞋喷上蓝色的漆。
Billie Jean King Your Shoes
Mountain Of Success
Triple Crown
Flaming Serve
Agency Network: TBWA
Entrant Company: TBWA\Chiat\Day NY
Design Company: Dank and Co
Retouching: Gloss
Chief Creative Officer: Chris Beresford-Hill
Executive Creative Director: Julia Neumann
Executive Creative Director: Amy Ferguson
Executive Creative Director: Al Merry
Associate Creative Director: Ricardo Franco
Associate Creative Director: Angelo Maia
Senior Designer: Eric Kopicki
Associate Art Director: Bonnie Wang
Head of Production: John Doris
Senior Interactive Producer: Alex Campbell
Senior Integrated Producer: Jessica Fiore
Senior Integrated Producer: Steven Kreuch
Associate Producer: Sean Riojas
Editor: Andrew Nethery
Associate Producer/Editor: Craig Helfer
Cinematographer: Sam Salum
Assistant Cinematographer: Lukas Chimel
Account Manager: Emily Zale
Assistant Account Manager: Isabella Dahlke
Senior Project Manager: Lauren Smiley
2019Cannes LionsDirect | Use of Ambient Media: Small ScaleSilver
2019Cannes LionsEntertainment for Sport | Sports Live ExperienceBronze- 2019Cannes LionsDesign | Special Editions & Bespoke ItemsSilver
- 2019Cannes LionsDirect | Challenger BrandSilver
2019Cannes LionsBrand Experience & Activation | Live Brand Experience or ActivationGold- 2019Cannes LionsDirect | Consumer DurablesBronze
- 2019Cannes LionsOutdoor | Limited Run Promotional Items & Printed MediaGold
- 2019Cannes LionsOutdoor | Consumer DurablesGold
- 2019Cannes LionsBranded Experience & Activation | Challenger BrandSilver
- 2019Cannes LionsOutdoor | Interactive ExperiencesSilver
2019D&AD AwardsDirect | Direct Product & ServiceYellow Pencil- 2019D&AD AwardsExperiential | Branded Entertainment ExperienceYellow Pencil
- 2019D&AD AwardsBranding | Campaign Branding & IdentityYellow Pencil
2019CLIO AwardsBranded Content | Experiential/EventsGold- 2019CLIO AwardsInnovation | Medium InnovationGold
- 2019CLIO AwardsDirect | OtherGold
- 2019CLIO AwardsExperiential/Events | EventsGold
2019CLIO AwardsFashion & BeautySilver
2019The One ShowDesign | Branding | Branded ItemBronze Pencil
2019The One ShowDirect Marketing | Craft | Printing | ProductionSilver Pencil- 2019The One ShowDirect Marketing | Craft | Printing | ProductionSilver Pencil
- 2019The One ShowDirect Marketing | Experiential | Live EventsSilver Pencil
- 2019The One ShowExperiential & Immersive | Events & CompetitionsSilver Pencil
TBWA\Chiat\Day 纽约
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