adidas | It's On Me For We | Global

The global project is created by a US agency 180 Los Angelas. Rather than focusing on a basketball team, this time, the campaign looks at individuals' abilities to help the team succeed. NBA legends Dwight Howard and Derrick Rose narrate the story. Five other NBA stars are also featured in the 40-second television commercial.

'It’s on me for my brotherhood' runs online on the adidas basketball site. The site includes sharable videos featuring each NBA ambassador, behind the scenes footages, wallpaper downloads and a 'Become an NBA All-Star' game from EA Sports. The game gives away an “ultimate NBA experience” and VIP tickets to the NBA in Dallas.

Moreover, adidas has paired with sports apparel supplier Eastbay to roll out exclusive content.

“While the focus is still on Brotherhood, it’s a challenge to the individual to step up and be faster or stronger in order to improve the team,” said Ryan Morlan, head of global communication for adidas basketball.









Credits:
Project It's On Me For We
Client adidas
Creative agency 180 Los Angelas
Executive creative director William Gelner
Creative directors Gavin Milner, Grant Holland
Art director Erwin Federizo
Copywriters Tom Hamling, Amir Farhang
Executive producers Peter Cline
Senior producer David Emery
Account servicing Chad Bettor, Kirk Johnsen,
Production company Elastic
Editorial company Rock Paper Scissors Jared Jue
Music company Squeak E clean
Exposure Print, online, in-store