The huge sales uplift following our previous Vans campaign set the bar extremely high for Spring 17. It needed to promote their shoes and apparel (some exclusive to JD Sports) and remain true to the brand’s unique personality and culture, while appealing to a wider audience other than skaters, including everyone from musicians and artists to fashion icons.
It also had to work as a stand-alone, bespoke campaign, while fitting in with their annual ‘Not Just One Thing’ campaign, which was all about giving people a blank canvas for creative expression.
To make the ‘Not Just One thing’ campaign work for a European-wide JD customer, we shot with Jordan Green using a shoot theme of ‘Multiple Worlds’, showing people enjoying themselves in a number of different environments. The model selection was key to ensuring it was effective. We casted a diverse group of characters with plenty of personality, this broadened the appeal of the footwear and apparel, particularly for the JD Sports consumer.
The assets from the photo and film shoot were used to create everything from high-impact window displays and animated GIFs to engaging short videos, which were rolled out in-store, online and across social channels.