In the lead up to the 2012 Olympics, we were challenged to create a campaign that inspired and lead basketball forward without showing the Jordan athletes and without mentioning the Olympics (as Jordan was not an official sponsor).
With the love of the game being the main thing that enabled the Jordan Athletes to rise past any obstacle, we created a campaign focused around the idea of sharing past, present and future #RiseAbove stories from the fans and the brand.
The campaign involved the creation of a 4-part documentary series that told four inspirational stories about people rising above for the love of basketball. We also had an instagram competition where people uploaded instagram photos to the J23 instagram channel showing how they #Riseabove for a chance to win exclusive prizes. Digital paid media drove people to an interactive HTML5 gallery on Jumpman23.com where they could view a live stream of instagram photos and vote on their favourite #Riseabove images.
Within 3 weeks there were 6000+ instagram images tagged #Riseabove
Total of 1.7 million views of the documentaries
Digital footprint of over 299 million
Total of 327 million Impressions
We served up content worth sharing and became a catalyst to promote positive change through basketball.
#RISEABOVE was the most successful digital campaign in Jordan’s history
Promotion of the Films and the instagram contest across social channels including Facebook and Twitter played major roles
I find it important to highlight that my role in this marketing initative was one of Account Management and I contributed to strategic planning and project management. The creative, design, development, strategy & PM were generated by the talented Blast Radius team listed below, who I had the pleasure of working with on this project:
Executive Creative Director: Mark Waggoner
Creative Director: Ryan Leeson
Copywriter: Ryan Santos
Art Director: Carson Ting
Art Director: Gavin Froome
Art Director: Chuck Gibson
Copywriter: Greg Liburd
Strategy Director: John Ounpuu
Strategist: Charles Voon
Community Manager: Stu Holdren
Snr Designer: Damir Kulic
Technology Architect: Susannah Poon
Interface Developer: Brett Morgan
Front-end developer: Andrea Moretti
Project managers: Karey Messier and Ali Salusbury
Producers (Academy): Michael Cieben and David Winsby
Editor: Megan Bodaly
Production company: Smuggler/Soft Citizen Inc.
Director: Joshua Neale