adidas | BILLIE JEAN KING YOUR SHOES
To showcase adidas’ commitment to empower young girls to stay in sports we launched the Here to Create Change platform. In 1973, Billie Jean King played the most important tennis match of all time: The Battle of the Sexes. She changed the male-dominated establishment in a pair of blue adidas. For the 45th anniversary and the launch of the “here to create change” platform, we could have just re-released her shoe. But that's not how BJK would do it. She prefers to change things.
We started by changing adidas' most iconic models and at the U.S. Open, we invited everyone to BJK their shoes – no matter what brand.
We created an iconic print and out of home campaign that starred BJK herself. We enlisted photographer Nadia Lee Cohen to help us portray Billie as the bad ass that she is. I’d say Nadia understood the assignment.
Clios
Gold - Branded Content
Gold - Direct
Gold - Experiential | Events
Gold - Innovation
Silver - Fashion & Beauty
Cannes Lions
Titanium, Shortlist
Glass Lion, Shortlist
Gold -Outdoor Lions | Limited Run Promotional Items & Printed Media
Gold -Outdoor Lions | Consumer Durables
Gold -Brand Experience & Activation | Live Brand Experience or Activation
Silver - Brand Experience & Activation | Culture and Context | Challenger Brand
Silver - Outdoor Lions | Interactive Experiences
Silver - Design Lions | Special Editions and Bespoke Items
Silver - Direct Lion | Use of Ambient Media | Small Scale
Silver - Direct Lion | Culture and Context | Challenger Brand
Bronze - Entertainment for Sport Lions | Sports Live Experiences
Bronze - Direct Lion | Sector | Consumer Durables
Shortlist - Design Lions | Live Events
Shortlist - Design Lions | Lifestyle, Fashion, Leisure | Sports and Outdoor
Shortlist - Outdoor Lions | Design for Promotional Items
Shortlist - Entertainment for Sport Lions | Excellence in Partnerships with Sports Talent
Shortlist - Entertainment for Sport Lions | Diversity and Inclusion in Sport
Shortlist - Direct Lion | Excellence in Direct | Experience Design
Shortlist - Brand Experiences & Activation | Sectors | Consumer Durables
Shortlist - Brand Experience & Activation | Customer Retail | In-Store Experience
D&AD
Direct, Product and Service, Yellow Pencil
Experiential, Branded Entertainment, Yellow Pencil
Branding, Campaign and Branding Identity, Yellow Pencil
Experiential, Retail, Graphite Pencil
Direct, Direct Response Ambient, Wood Pencil
Experiential, Out of Home, Wood Pencil
Wood Pencil - Photography | Fashion
Shortlist - Media | Use of Events and Stunts
Shortlist - Media | Use of Retail
Wood Pencil, Photography | Fashion
The One Show
Best of Show, Direct
Gold - Direct Marketing | Physical Items
Gold - Print and Outdoor | Experiential Installations
Silver - Direct Marketing | Experiential / Live Events
Silver - Direct Marketing | Craft / Printing / Production
Silver - Experiential & Immersive | Events and Competitions
Bronze - Design | Branded Item
Bronze - Print & Outdoor | P.O.P and In-Store
Bronze - Print and Outdoor | Newspaper | Single
Merit - Branded Entertainment | Live Events
Merit - Experiential and Immersive | Brand Installations
Merit - Design | Posters | Series
Merit - Print and Outdoor | Photography
Clio Sports
Gold - Branded Content and Entertainment | Experiential/Events, Products/Services
Silver - Experiential | Events
Silver - Social Good
Next Experiential Shortlist - AICP
Experiential Campaign of the Year - AdAge A-List
Gold - Andy Awards
Integrated Campaign of the Year - Athena Awards