Cannes Lions

FOOTWEAR

ZUGARA, Los Angeles / REEBOK / 2006

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Description

For the launch of Allen Iverson's newest signature shoe (and his first to utilize Reebok's custom fit Pump technology), the "The Answer IX", Reebok looked to Zugara to help launch an integrated campaign that was built upon the theme "Only the Strong Survive".

An interactive scrapbook highlighting key moments in the past decade of Iverson's career was created from scratch, so as to engage the Iverson fan with an emotional retrospective. Zugara researched the key events and created "fake" news articles, sportscasts and in-game play-by-play calls to bring the scrapbook (which was the concept behind the print campaign) to life.

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