Brief: To launch the new Sidekick 3 with D-Wade’s design
Solution: We let fans at the NBA All-Star games get closer than ever to their favorite star, literally inside his mind. So we did just that, constructing an enormous head smack dab in the middle of Jam Session. The 30’ tall and 40’ wide noggin was interactive, inside and out, with eyes blinking and mouth moving. The outside and inside were packed with interactive games and films showing the fans his memories, dreams and perspective. Fans were even given the chance to create their own memories with him using a green screen photo booth.
Results: The engagement was deemed the most successful at Jam Session with more than 150,000 fans engaging over the course of four days. The NBA even used it as their headquarters for the duration of the All-Star games, and it won a Seattle Show Chubby.