Adidas Film, Digital #THERETURN by Roundarch Isobar Boston

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#THERETURN

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Industry Sportswear, Athletic Footwear & Accessories
Media Film, Digital, Interactive & Mobile
Market United States
Agency Roundarch Isobar Boston
Associate Creative Director Ly Weintraub
Executive Creative Director William Gelner, Max Fresen
Creative Director Andy Fraser, Andrew Morse, Peter Metz
Art Director Matthew Woodhams-Roberts
Copywriter Dave Horton
Released April 2013

Credits & Description

Advertiser: ADIDAS
Agency: ROUNDARCH ISOBAR
Category: Best Digitally Led Integrated Campaign
Advertising campaign: #THERETURN
Strategy: Bryan Maleszyk (Roundarch Isobar)
Director/Vp Strategy: Marc Strijdveen (Carat)
Art Director: Matthew Woodhams-Roberts (180la)
Senior Global Digital Manager: Lia Vakoutis (Adidas)
Senior Global Communications Manager: Lorrin Pascoe (Adidas)
Executive Creative Director: Max Fresen (Roundarch Isobar)
Svp/Global Brand Marketing: Nicole Vollebregt (Adidas)
Client Partner: Steve Myers (Roundarch Isobar)
Executive Creative Director: William Gelner (180la)
Copywriter: Dave Horton (180la)
SVP/Group Managing Director: Fidel Parente (Carat)
Account Director: Jerico Cabaysa (180la)
Creative Director: Peter Metz (Sockeye)
Executive Producer: Ryan Crisman (Sockeye)
Director Of Global Communications: Ryan Morlan (Adidas)
Creative Director: Andrew Morse (Roundarch Isobar)
Creative Director: Andy Fraser (Sockeye)
Associate Creative Director: Ly Weintraub (Roundarch Isobar)
SVP/Director Of Strategy And Innovation: Michael Bernardoni (Carat/Jumptank)
Senior Producer: Natasha Wellesley (180la)

Brief Explanation
Less than 6 months before the major launch of the adidas DRose 3 basketball shoe line, the namesake and adidas’s highest paid asset - Chicago Bulls player Derrick Rose - was injured and out of the game. The entire campaign would have to be rethought for a player now on the bench. The campaign instead became an emotional engagement program for fans to show their support for the recovering champion - #TheReturn. It was built on a single scalable platform accessible from any device. The campaign aggregated content and messages from multiple social channels – Facebook, Twitter, YouTube, Instagram – to be sent to and responded to by the player.