Cannes Lions

James Harden - Imma Be A Star

KAMP GRIZZLY, Portland / ADIDAS / 2019

1 of 0 items

Overview

Entries

Credits

OVERVIEW

Background

After recent modest performance in the basketball category, this campaign emphasizing the humanity of athletes and their connection to adidas Basketball to support the reintroduction to the category. The campaign needed fluid content to ensure relevancy and the creation of impactful imagery to position adidas as intimate insider through the celebration of James Harden’s championship and MVP win. The cornerstone of the campaign was a letter James wrote to his mother signed “keep this, imma be a star”. The main challenge was coordinating the location which was Harden’s childhood middle school, sourcing people from his youth, over 1,900 guests from the community, and refurbishing 12 school courts, all while keeping it a surprise for Harden until the big reveal on the day of the launch. The team created multiple directions of content to be well prepared for any outcome, win or lose during the championship series.

Idea

To celebrate James Harden’s nomination and ultimate recognition as the 2018 NBA MVP Award Recipient, we conceived, scripted and produced a short film that paid homage to Harden’s persistence toward greatness beginning in his early youth. In 2001, a 12-year-old James Harden wrote a letter to his mother Monja Willis, proclaiming that he would someday “be a star”. As Harden clinched the 2018 NBA MVP award and this self-fulfilling prophecy became reality,we helped craft Harden’s Mother Monja’s response to the prophetic letter.

Strategy

Cement Harden as one of NBA's biggest stars and most influential adidas sport icons to date by creating a memorable tribute to commemorate James Harden’s “Imma Be a Star” story in a way that could be used to celebrate both, an NBA championship and an MVP award. The strong relationship between adidas and Harden made this an important gesture of appreciation to James, for his partnership with adidas and his inspirational merits, on and off the court. Throughout his career, Harden’s has had a very public relationship with his mother. The project was a surprise for Harden through this heartfelt response, from his mom, to the letter young Harden wrote her proclaiming the promise of his eventual stardom. It needed to apply to multiple content platforms, including but not limited to social, digital, broadcast and events. Multiple content pieces and edits served to fulfill the full range of strategic communications.

Execution

NBA AWARD SHOW

30 second broadcast commercial for TNT directly following MVP award ceremony

Air date: Feb 18, 2018

1.21 million viewers

SOCIAL LANDING

7 IG STORY POSTS

30 second commercial IGTV

3 INSTAGRAM FEED POSTS

30 second commercial HERO FILM on YouTube

30 second commercial TWITTER

Outcome