Our breakthrough, multichannel campaign #thereturn transformed NBA star Derrick Rose’s injury into a groundswell of support.
After Derrick Rose—the NBA’s youngest MVP and one of the leading faces of adidas—tore his ACL, the entire launch for his signature D Rose 3 sneaker had to be re-imagined. This inspired the creation of #thereturn (All In For D Rose), a campaign that tapped into the hearts and minds of fans to create a groundswell of support for their fallen hero.
We helped create an inspiring, unprecedented—and according to Adweek, unusual—digital campaign that allowed fans to intimately share Derrick’s journey to recovery. A responsive website, serialized YouTube videos, a Facebook app and text messages kept Rose in the public eye while encouraging fans to tweet inspirational quotes, motivational art and more.