JD Sports - King of the Streets

Capturing the Imagination of a Global Youth Audience With A Multi-Channel Brand Experience

Overview

Produce and deliver the creative concept for an integrated global campaign which creates closer connections to a youth audience through culture, whilst cementing the high street icon’s status as the No.1 destination for sports style at Christmas.

We created the campaign ‘King of the Streets’ – a multi-channel brand experience for our audience to immersive themselves in.

There was a 2min TV spot and multiple short form versions. We made a mockumentary to give people a glimpse behind the scenes of ‘JD Street’, created a viral Tik Tok moment to our original piece of music and let people shop the ad itself. We also made a mobile game that replicated the street from the ad, giving our audience the chance to win daily prizes.

The results

•       20m+ views of the TVC on YouTube

•       More than 25m views of the mockumentary on social

•       Mobile game played by 100,000 people for a combined total of over 10,000 hours

•       Named as 'YouTube's most engaging Christmas ad of the year”

•       JD Sports reported a strong Christmas trading period

•       Shortlisted for two 2022 Creative Circle Awards – ‘Best Integrated Campaign’ and ‘Best use of  Talent & Influencers’