Cannes Lions

From Before to After

BBDO NEW YORK, New York / FOOT LOCKER / 2018

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Film
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Overview

Entries

Credits

Overview

Description

The idea was to find an up-and-coming rapper and give them their first big music video, thereby reinforcing the theme of the sneakers being promoted.

The aspiring rapper symbolized the Before the Bite sneakers because they had not yet tasted success, and by propelling them into the limelight with a big budget music video, the rapper would then embody the theme of the After the Bite sneaker by attaining some level of fame and success.

Execution

We partnered with aspiring rapper, LGP Qua and had him record an original song based on the themes of the shoes.

We then shot a music video with Qua, where he wore the shoes throughout. In the first half of the video, he wears the Before the Bite shoes to indicate he's chasing fame. In the second half of the video, he wears the After the Bites sneakers to demonstrate his transition from Before to After. The visuals of the video also reflected those themes.

The video was launched in an authentic way on YouTube and on Foot Locker’s and Qua’s social channels. In less than one week we gained over 2 million views on YouTube. We then added sponsored and shoppable Instagram posts.

Outcome

Foot Locker exceeded sales expectations in the first few days. In addition, the video received over two million views in the first week of the release. But more important, we took an aspiring rapper from the "Before" world of the hustle and thrust him into the "After" world of fame and success.  

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