JD Sports - King of the Streets
Capturing the Imagination of a Global Youth Audience With A Multi-Channel Brand Experience
Overview
Produce and deliver the creative concept for an integrated global campaign which creates closer connections to a youth audience through culture, whilst cementing the high street icon’s status as the No.1 destination for sports style at Christmas.
We created the campaign ‘King of the Streets’ – a multi-channel brand experience for our audience to immersive themselves in.
There was a 2min TV spot and multiple short form versions. We made a mockumentary to give people a glimpse behind the scenes of ‘JD Street’, created a viral Tik Tok moment to our original piece of music and let people shop the ad itself. We also made a mobile game that replicated the street from the ad, giving our audience the chance to win daily prizes.
The results
• 20m+ views of the TVC on YouTube
• More than 25m views of the mockumentary on social
• Mobile game played by 100,000 people for a combined total of over 10,000 hours
• Named as 'YouTube's most engaging Christmas ad of the year”
• JD Sports reported a strong Christmas trading period
• Shortlisted for two 2022 Creative Circle Awards – ‘Best Integrated Campaign’ and ‘Best use of Talent & Influencers’
Cake is a creative agency breaking new ground in sport and culture.
We operate behind one simple belief - that people’s time is valuable.
This means that we make campaigns which are worthy of people’s time.
Campaigns which exist in the things audiences find meaningful and exciting.
Work with its own cultural significance.
We achieve this through a mixture of expertise, knowledge and passionate fandom.
Our work with brands and rights holders creates impactful new strategies, ideas, activations and programmes which move the cultural conversation forward.
We work with some of the most well-known brands and rights holders across sport and culture, including:
Arsenal, Adobe, Aston Martin F1, BT, Commonwealth Games England, EE (BAFTA, Glastonbury & Wembley), Jaguar Land Rover (Rugby World Cup 21/23), JD Sports, Major League Baseball, PayPal, Puma, Sport England and The FA.
Our ground breaking work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.
We're Part of Something Bigger
We are part of the Havas Group, owned by Vivendi, enabling us to collaborate within one of the most integrated communications networks globally.
The Havas Group has a talent pool of 20,000+ across 100 countries.
In the UK, the Havas Village (HKX) is made up of 22 agencies based in one location, in London’s Kings Cross.
The unique Village model consists of best-in-class agencies all operating under:
• One P&L
• One Shared Vision
• One Way of Working
Find Out More
Check us out at: http://havaskx.com/cake or see what we're up to by following @CakeGroup on Twitter or Instagram.
If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havas.com.
