Greatness Does Good
Foot Locker
Issue 47 | June 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer: David Lubars (BBDO Worldwide) Chief Creative Officer: Greg Hahn (BBDO New York) Executive Creative Director: Dan Lucey Associate Creative Director/ Art Director: Austin Mankey/ Martins Zelcs Associate Creative Director/ Copywriter: Mike Motch/ Bryan Stokely
Production Team
Agency Producer Executive Producer: Anthony Curti Senior Producer: Andrea Segura/ Mo Twine Production Company Production Companies: O Positive/ BBDO Studios/ Voyager Creative Director: Kenny Herzog/ Marcus Tortorici Director of Photography: Roberto Schaefer Anthony Carella/ Koji Yahagi Executive Producer: Ralph Laucella/ Ken Licata/ Andrew Hutcheson Producer: Jon Melton Editor: Marcus Tortorici/ Jeff Reagan Head of Production: David Brickel Director of BBDO Studios: Michael Gentile
Other Credits
Design Director: Dennis Payongayong Designer: Brandon Galosi Account & Planning Team: Janelle Van Wonderen/ Laura McWhorter/ Sam Henderson/ Christian Martinez/ Steve Panawek/ Patrick Tomasiewicz/ James Mullaly Editorial Editorial Company: No 6 Editor: Jason MacDonald/ Ryan Bukowski Executive Producer: Corina Dennison Producer: Malia Rose Music & Sound Music: Matt Wong Sound Designer: Calvin Pia Sound Mixer: Keith Reynaud Audio Production House: Heard City/ One Thousand Birds Producer: Kira MacKnight Post-Production Color Company: Company 3 Colorist: Tim Masick/ John Harrington Senior VFX Artist: Ed Skupeen/ John Shea Flame Assistant: Mark Reyes
Date
November 2017
Background
A “sneakerhead” is essentially a die-hard sneaker fan whose collections can range from hundreds to thousands of shoes. Every sneakerhead has at least one pair of sneakers that they have never worn. ? The Week of Greatness is an annual sneaker event when the most anticipated sneakers of the year are released, but this year, Puerto Rico was devastated by Hurricane Maria, and many basic necessities were still in need, so Foot Locker was inspired to help.
Idea
So this year, sneakerheads were asked by athletes, influencers and musicians to donate an unworn pair from their collection to Puerto Rico. For every pair that was donated, Foot Locker would match. ? The campaign was launched by creating commercials with athlete lookalikes, and then videos were released showing that while the fake celebrities were making commercials, the real ones were donating shoes to Puerto Rico. ? For the sneaker influencers, exclusive sneakers being featured during the Week of Greatness are usually sent for them to unbox and review, but this year, to their surprise, an empty box that was custom designed was sent so that they could donate a pair from their collection to Puerto Rico.
Results
At the end of Week of Greatness, over 5000 pairs of shoes had been donated to the people of Puerto Rico. In addition, the campaign had received over 400 million media impressions, over 4 million video views, and had shown that everyone can make a difference, even sneakerheads.