Cannes Lions

New Kid in Town

BBDO NEW YORK, New York / FOOT LOCKER / 2018

Film
Film

Overview

Entries

Credits

Overview

Description

The holidays can be hard for kids who recently moved to a new town. So, Kids Foot Locker created a content series where real kids who just moved were introduced to a surprising new friend — a recently traded NBA superstar, also new in town. 

 

Together, these athletes and kids explored their new city, bonded over the hardships of moving, and created an unlikely friendship. 

Execution

The purpose of these videos was to showcase an authentic bond forming between a new kid in town, and an NBA superstar in town—also new in town. Using a small crew, we followed the talent as they explored the city together and had genuine conversations about the hardships of moving. Nothing was scripted, and the cameras were always rolling, trying to capture candid moments of this unlikely bond forming.

Outcome

The series garnered over 50,000 organic views in just a few weeks, while generating a lot of positive chatter. The series was also highlighted in culturally relevant publications like, Bleacher Report, Uproxx and Slam Magazine.

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