Cannes Lions
WIEDEN+KENNEDY, Portland / NIKE / 2015
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Since his decision to come home meant so much to the city of Cleveland, we wanted to commemorate LeBron's return as greater than a simply moment in sports history. To do this we gathered classic references that have documented the human spirit, such as mid-century Time Life magazines and the work of Robert Frank. With intimate portraits of the real Clevelanders in the film in sharply contrasting black and white tones, the cinematography directly referenced this historical world calling attention to the moment as larger than simply being about basketball.
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