Brand Jordan Promo, Case study QUICK CAN'T BE CAUGHT by Wieden + Kennedy New York

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QUICK CAN'T BE CAUGHT

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Industry Apparel, Clothing & Footwear, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Wieden + Kennedy New York
Director Phil Joanou
Executive Creative Director Kevin Proudfoot, Jerome Austria
Creative Director Derek Barnes-Acd's, Kenzo Digital
Art Director Eric Collins
Copywriter Luke Behrends
Photographer Patrick Giardino
Editor Corky Devault
Released December 2010

Credits & Description

Category: Best Use of Screens
Advertiser: JORDAN
Product/Service: BRAND
Agency: WIEDEN+KENNEDY
Date of First Appearance: Dec 16 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director: Jerome Austria and Kevin Proudfoot (WIEDEN & KENNEDY)
Creative Director: Derek Barnes and Kenzo Digital (WIEDEN & KENNEDY)
Copywriter: Luke Behrends (WIEDEN & KENNEDY)
Art Director: Eric Collins (WIEDEN & KENNEDY)
Agency Producer: Niki Polyocan (WIEDEN & KENNEDY)
Agency Head of Content Production: Gary Krieg (WIEDEN & KENNEDY)
Media Team: Kevin Porter, Greg March, Alissa Jenkins and Julie Iafolla (WIEDEN & KENNEDY)
Director: Phil Joanou (MJZ)
Editor: Corky DeVault (THE WHITE HOUSE)
Telecine and Color Correction: Stefan Sonnenfeld and Tim Masick (COMPANY 3 LA/NY)
Online/ Conform: Kirk Balden (CARBON VFX)
Sound Design: Joseph Fraioli (JAFBOX SOUND)
Sound Mix: Rob Fielack (PLUSH NYC)
Photographer: Patrick Giardino
Media placement: TV Campaign - 4 Spots - ESPN, MTV, FSN,USA, CHINA - December 20, 2010

Insights, Strategy & the Idea
The objective was to promote Chris Paul's signature shoe and leverage his quickness as a vital component to the Jordan Brand. The young baller target audience viewed the brand as elite and in fashion, but the sports performance aspect of the brand requires reinforcement.

The idea was shaped by the insight that quickness is different to straight line speed, it comes in small almost imperceptible movements, and needs to be felt as well as seen.

The insight’s relevant because it’s a vivid and important truth for athletes. Jordan inspires its athletes with an authentic voice, and that reinforces our position as the leading basketball performance brand.

Creative Execution
To demonstrate the quickness of Chris Paul, the media and creative strategy centred on 5 second ads. The media buy placed three ads to run non- consecutive in single pods. These ads were literally too quick to be caught and competing commercials were surrounded in a fury of quickness.

Spots ran around NBA programming such as the Christmas game, as well as games on ESPN, TNT, and Fox Sports Network.

The OOH campaign leveraged the essence of speed in the top 10 DMA's and on taxi tops, wild postings, and subway station dominations at 125th Street and West 4th Street. The imagery included a blur effect that aligned with the moving taxis and the sequential messaging in the domination and wild postings.

We complemented this program digitally with 5 pre roll ads and blurred image banner ads on NBA.com, Yahoo, SI.com, Complex, MaxPreps and mobile ads targeted to iPhones and iPads.

Results and Effectiveness
Hundreds of positive blogs posts and tweets surfaced during the campaign

The New York Times’ “Off the Dribble” blog commented on the campaign’s effectiveness:

Take it From Jordan: Quick Works in Ads Too.

“Somewhere along the way, Adidas lost track of what it was trying to market… For contrast, take a look at Jordan Brand’s…Chris Paul product. Rather than tacking on a celebrity and a pool of caviar for a few flat gags, these Paul-centric morsels provide a six-second lesson in effective marketing…. in just six seconds of footage from a pick-up game… Nike’s Jordan Brand have created something memorable”