JBL Greekout
JBL tasked us with announcing their latest partnership with none other than The Greek Freak himself, Two Time NBA MVP Giannis Antetokounmpo. The result? JBL Greekout. We spoke to Giannis’ Greek roots and created a campaign that elicited 8.8 billion TikTok views and over 200 custom assets in just four weeks.
the dance
To get people interested and to speak to Giannis’ roots, we released ads entirely in Greek. With placements in Times Square and LA Live.
Video
We then released a flurry of teaser spots, including one on Christmas day during halftime between the Bucks and the Celtics (which the Bucks won, of course).
Shorts
We continue to tease while staying true to The Greek (Freak).
A legend deserves a statue.
So we made one IRL and in AR.
THE STATUE
We collaborated with social media agency Barbarian and created a life-sized (yes, 6’11”) statue of Giannis to share with fans across the country. While they took their pics, we also unlocked an AR experience, so if you missed the statue when it came around, you could still get in on posting a pic.
Tiktok challenge
We wanted to see if Giannis' moves were as smooth off the court as they were on the court. And sure enough, they were. So we took a traditional Greek Song and gave it a modern twist for people to duet and show us their moves. In addition, if they used #JBLGreekOut, they were given a chance at some of the free Limited Edition headphones. The challenge ended up being a hit and earned us 8.8 billion impressions.
Even the legend Kenny Smith from Inside the NBA on TNT couldn't resist a duet.
Last but not least
The star of the show, the JBL X Giannis Antetokounmpo Tour One Freak Edition. With a design that shows off Greece's geography and the signature from the man himself. They were released exclusively on StockX.
“It’s been a journey. From sleeping on gym floors to winning a championship in Milwaukee, my journey has made me who I am today. These headphones represent my Greek heritage and the path I’ve taken. I’m proud to say [these headphones] are part of who I am.” - Giannis Antetokounmpo
The Team
Agency: Doner, Chicago
Executive Creative Director: Julio Desir Jr.
Creative Director, Art: Carla Butwin
Creative Director, Copy: John Regan
Senior Art Director: Mila Bengoa
Senior Copywriter: Slade Stone
Junior Copywriter: Me
Executive Account Lead: Kevin Weinman
Senior Account Executive: Courtney McClear
Director: Adam Jones