Storm the Court
Award: Wood Pencil
Wood Pencil / Direction / Film Advertising / 2020
Award: Shortlist
Shortlist / Film Advertising / TV Commercials 61-120 seconds
Reebok needed to win over a young, influential audience, so it ignored the rules and championed the unexpected instead. In this film, a typical street basketball game takes a turn when a strange young woman in Reebok sneakers steps onto the court and unleashes a strange and contagious dance. Slowly the hypnotic boogie spreads from the court to the entire neighbourhood. The campaign results include a 45% YOY increase in Reebok’s revenue, a 21% YOY increase in website visits and a 179% increase in mentions across social.
What did the judges have to say?
Personally, four works grab me by the collar more than others, on different levels. It's all simple ideas with perfect, simple executions, where the magic happens. Great talent makes complicated things look easy: Hope is Power for the Guardian, Wise Words for Comic Relief, Storm the Court for Reebok and The Underdogs for Apple. These works provoke intimate, related, unexpected emotions, and show great ability in creating narratives. Just perfect. You don't feel there's any extra or missing frames from the story. The craft attached to these projects attends to one of the most significant criteria for an award like D&AD. It moves the industry towards the future, where narratives will catch people's attention, as they have since stories were painted in walls and told around the fire.
Ricardo Jones, Director, Stink Films London
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