Air Jordan M9 / 2012

Carmelo Anthony “Play for NY”

 

For the release of Carmelo Anthony’s latest signature shoe, the M9, Jordan wanted to show the world that Melo isn’t the selfish player he’s made out to be.
“PLAY FOR NY” tells the story of the real Melo and connects him to his fans like never before.
The hub of the campaign was the site experience we created for three W+K documentaries, which told the story of Melo’s Brooklyn roots, how living in NYC has shaped him, and his dedication to bringing an end to the Knicks championship drought.
 
Role Online and mobile Experience, Senior Art Director
Team Jeremy Wirth / Tom Zukoski
Creative Director Neil Robinson, AKQA
 
 


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Melo's Field Trip
 
to make Melo’s story really resonate, we needed to connect Melo to his fans in a completely new and authentic way. Our solution: Melo’s Field Trip –a GPS-driven mobile experience, created in collaboration with Google’s Niantic Labs, that lets fans serendipitously discover the spots in NYC that Melo holds near and dear.Fans simply download Google’s Field Trip app, let it run in the background and whenever they are near one of Melo’s favorite spots, they’re served up exclusive content telling the story of why that location was important to Melo. From his favorite comic book shop, deli, playground and watch boutique, we picked Melo’s brain and populated Melo’s Field Trip with over 30 unique stories to bring fans into his NY.
 

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