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D Rose Jumpstore

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2014

With just two hours to turn NBA all-star Derrick Rose into an urban icon for kids on London’s council estates, we converted Hackney's most rundown community centre into the 'D Rose Jump Store' – a pop-up-shop they couldn't ignore. Filled with hundreds of pairs of free basketball shoes placed on shelves 10ft high, it gave kids a chance to show themselves, and the world, how talented they might be at a game many had never played. The event, online film and hyper-local posters, offered a group more used to being demonised by society a role model, and the opportunity to become icons themselves.

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