While the agency was challenged to make a big statement for the Air Jordan XVIII, the brand's flagship product, the media group delivered. Leveraging the significance of "18", we bought out the first 18 pages of targeted magazines; created a Jordan 18-wheel truck now touring the country; hosted a concert; and, adapted our print into television programming, not commercial time.

The media group responded to the challenge creating and executing all the big ideas submitted here which ultimately became the foundation for the entire campaign.