Reconnecting Jordan to basketball while launching their official Instagram handle.
Jordan had two problems to solve. One, reconnect the brand to basketball and two, launch their official Instagram handle. The landscape had changed, Michael Jordan had been out of the game for years and people no longer associated the brand with basketball.
Rise Above Expectations.
We collaborated with director David Fine of the critically acclaimed Salaam Dunk to create this hybrid film experience with Jordan. Salaam Dunk went on to win Best Documentary at the Chicago International Film Festival and our film helped shine a light on a remarkable young team overcoming to play the game they love. After the campaign launched, Jordan sent the team Jordan basketball shoes but the team were not permitted to accept.
Rise Above Limits.
Rise Above Isolation.
Rising Above
We needed to find the right way to share with our audience our collective love for the game at a time when the sport itself was much bigger than any of the superstar athletes. What emerged was a true celebration of basketball around the world. We documented powerful basketball stories about real people rising above adversity and then asked the world to share what the game helps them overcome. This mobile driven campaign was Jordan’s first ever Instagram campaign. Fuelled by mini documentaries on YouTube, the Jumpman23 Instagram channel lit up with thousands of photos from fans across the globe sharing the obstacles basketball helps them overcome.
#RISEABOVE quickly became a catalyst to promote positive change through basketball and proved to be the most successful digital campaign in Jordan’s history. • 500,000 likes and counting on Instagram and Facebook • Over 1.7 Million views on YouTube • More than 327 Million Impressions
Credits.
Agency: Blast Radius Creative Directors: Mark Waggoner & Ryan Leeson Senior Copywriter: Ryan Santos Senior Art Directors: Gavin Froome & Carson Ting Director: Joshua Neale Director (#RiseAbove Expectations, IRAQ): David Fine DOP: Adam Richards