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TV/Cinema/Online Film
Copywriting

Silver Winner

Entrant: BBDO New York, New York
Foot Locker - "Fly Your Own Way"

Corporate Name of Client: Foot Locker

Account Team: Troy Tarwater/Janelle Van Wonderen/Catherine Wright/Sam Henderson

Agency: BBDO New York, New York

Worldwide Chief Creative Officer: David Lubars

Chief Creative Officer: Greg Hahn

Executive Creative Directors: Chris Beresford-Hill/Dan Lucey

Creative Directors: Ryan Raab/Dan Kenneally

Executive Agency Producer: Anthony Curti

Agency Music Producer: John Melillo

Production Company: O Positive, New York

Director: Jim Jenkins

Executive Producers: Ralph Laucella/Marc Grill

Director of Photography: Robert Yeoman

Flame Artists: Ed Skupeen/Mark Reyes

Animator: Jessica Tong

Editing Facility: Number Six Edit, New York

Editor: Jason MacDonald

Editorial Executive Producer: Corina Dennison

Editorial Producer: Malia Rose

Assistant Editors: Ryan Bukowski/Nick Schneider

Colour Company: Company 3, New York

Colourist: Tim Masick

Sound Design Company: Heard City, New York

Sound Mixer: Keith Reynaud


Description of the Project:
Brands love to promise kids that a certain shoe or sports beverage will make them more like their favorite athlete. Everyone wants to be like Michael Jordan, or Lebron James, or Russell Westbrook. But they’re big shoes to fill. 

So to launch the Air Jordan 29 Low’s, shoes that bear the name of a basketball legend, it felt fitting to remind kids that if they want to be just like their idols, they have to be themselves. Because their chances of becoming exactly like 
three-time All-Star Russell Westbrook, a one-of-a-kind, explosive point guard who averages around 30 points per game, are incredibly slim. In the anthem spot, “Reality Check”, a panel of experts, including former NBA star Jalen Rose, therapist and TV personality Dr. Phil, Sports Science host John Brenkus, fashion expert Melissa Rivers and CNN’s Dr. Sanjay Gupta, remind young fans to be themselves instead of trying to follow in someone else’s footsteps. Want to fly? You’ve got to fly your own way.