Storm the Court
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.
- DirectionFilm Advertising
- Film AdvertisingTV Commercials 61-120 seconds
Country
- United States
Client
- Reebok
Music & Sound
- Barking Owl
Global Head of Marketing
- Melanie Boulden
Senior Director Brand Marketing
- Inga Stenta
Global Senior Brand Advertising and Retail Director
- Amy Manganiello
Global Brand Advertising Manager
- Caitlin Sullivan
- Laura Whedon
Global Brand Advertising Associate Manager
- Shelby Kreienberg
Senior Director Brand Management
- James Woolard
Senior Manager Brand Management
- Chris Strachan
Manager Brand Management
- Ashley Tyler
Founder and Partner
- Paul Venables
Executive Creative Director
- Will McGinness
- Aron Hjartarson
Creative Director
- Ben West
- Byron del Rosario
- Chris Waitt
Senior Art Director
- Allie Nordstrom
Art Director
- Victor Roa
Senior Copywriter
- Elliot Nordstrom
Copywriter
- Sam Bauer
Producer
- Michael Miller
- Namrata Abhyankar
- Julie Sawyer
- KC Dossett
- Claudia Guevara
Executive Producer
- Melanie Fedunok
- Kerstin Emhoff
- Kelly Bayett
- Carol Lynn Weaver
Composer
- Jacob Plasse
Sound Engineer
- AJ Murillo
Production Company
- Prettybird
Finishing
- Framestore
Editing
- Exile
Director
- Tom Noakes
Director of Photography
- Larken Seiple
Editor
- Shane Reid
Colorist
- Alex Bickel
Sound Designer
- Morgan Johnson
Advertising Agency
- Venables Bell & Partners
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.
Comment from D&AD Community
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