| Title | MARK OF GREATNESS |
| Brand | FOOTLOCKER |
| Product / Service | HOUSE OF HOOPS |
| Category | C01. Digital & Interactive Design |
| Entrant | BWM ISOBAR Sydney, AUSTRALIA |
| Idea Creation | BWM DENTSU Sydney, AUSTRALIA |
| Production | BWM DENTSU Sydney, AUSTRALIA |
| Post Production | BWM ISOBAR Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Brendan Graham | Foot Locker | Senior Director, Marketing |
| Jane Buckle | Foot Locker | Senior Brand Manager |
| Navin Arunasalem | Nike | Senior Manager |
| Marcus Tesoriero | BWM isobar | Executive Creative Director |
| Marcel Moniaga | BWM isobar | Creative Director |
| Jack Delmonte | BWM isobar | Creative Director |
| Augusto Jacquier | BWM isobar | Senior Designer |
| Stefan Derewianka | BWM isobar | Senior Designer |
| Miles Jackson | BWM isobar | Senior Designer |
| Mike Jones | BWM isobar | Senior Designer |
| Evaan Miocevich | BWM isobar | Group Account Director |
| Sam Talbot | BWM isobar | Account Director |
| Savannah Anseline | BWM isobar | Senior Producer |
| Mel Sultana | BWM isobar | Head of Production |
| Londi Baloyi | BWM isobar | Social Media Manager |
| Karina Zheng | BWM isobar | Creative Project Manager |
| Bradley Eldridge | BWM isobar | Creative Director |
| Stephen Brabazon | Merkle | Senior Visual Designer |
| Dan Treichel | Merkle | Senior UX Designer |
| Adriaan JVR | Merkle | Senior Front-end Developer |
| Sam Bruno | Merkle | Technical Lead |
| Joel Anderson | Merkle | Senior Account Manager |
Basketball as a sport experienced massive growth over the past few years in Australia, as more and more young Aussies made their marks into the NBA, biggest basketball league in the world. The brief was simple, create a campaign that extends on its ‘Culture of Basketball’ global brand strategy, and allow Foot Locker to connect with these basketball fans in Australia and New Zealand, through its House of Hoops brand. And do it without any reliance on the big NBA superstars.
Every young baller’s dream is to be just like Mike. And we did just that, from creating their own ‘Jumpman logo’ to seeing their designs printed on shirts and shoes, to an NBA-media-day-like photoshoot and seeing themselves on billboards all around the country – we simply gave our audience the opportunity to be just like Mike. In-time for the NBA Finals this year, we launched ‘House of Hoops Mark of Greatness’
At the heart of the idea, is an interactive tool that allows young ballers to create their own player logo. Designed with simplicity in mind, the mobile optimised tool packs the magic to let you create a mark quickly and easily (without any design skills) and generate an unlimited number of unique and distinctive personalised logos. To do this, we’ve used special fonts called monograms. Simply enter your initials and a monogram is automagically combined to form a symbol. The tool then integrates 100s of fonts, colourways, icons and shapes to let fans design their own unique personalised logos that look just like the pros.
With minimal media budget, and some organic support from Foot Locker social, the campaign had generated over 240M impressions and saw a whopping 5.3K completed design with average design time of 90s – huge considering that 94% of our traffic is on mobile. Even more impressive was the 36% uplift in site traffic to the House of Hoops retail website. More than a campaign, House of Hoops Mark of Greatness has allowed everyone to now create their own player logo, and a step closer to be just like Mike.