Cannes Lions
72ANDSUNNY, Los Angeles / ADIDAS / 2017
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Hundreds of basketball players are practicing in a uniform grid, dribbling in unison. One player, bored with his routine, decides to add his own creative flare. He breaks the routine and his creativity instantly ripples across the team, inspiring the other players to put their own spin on the drill too. Suddenly, all the players break out and take to the city. The wave of creativity spreads from soccer to volleyball to running to martial artists - catching the attention of fans and famous athletes. Until it comes full circle. The hero basketballer discovers a group of gymnasts stretching in a similar rigid grid. He tosses his basketball toward them passing on the torch of creativity. One gymnast is instantly inspired. She flips the basketball into the air, putting her creativity into action and finding a way to stand out as One In A Billion.
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