MTV created three distinctive 60 second TV commercials which celebrated the diversity of BlockJam. The look and feel of the ads mirrored MTV’s editorial style and featured the various contestants at the event. The atmospheric sound track was by one of the stars of the rapping competition. Reebok and Footlocker branding was subtly incorporated. We used the print creative for our POS materials and outdoor support, including mobile media from sandwich boards to bicycles.

Our $500k budget delivered a powerful pan-European multimedia presence which leveraged the association with a truly credible grassroots event. This helped dramatically improve Reebok’s brand perception among a previously unconvinced audience and culminated in significant sales success for the Graffiti shoe.