JD's "Family Portrait"

Client: JD

Christmas is the most important period for high street retailers, and against a difficult trading year, it was vital we got it right for JD Sports.

We had a creative idea that celebrated the modern connections of today’s youth, and highlighted the diversity in ‘Family’ units, not usually represented in Christmas advertising.

We just needed to make our core youth audience pay attention by bringing the idea to life in media, driving brand engagement, and importantly, footfall in two key Manchester and London stores.

We created a bespoke, world-first activation that took the JD ‘Family’ campaign to the next level, combining cinema, DOOH, and technology to put crews of young cinema goers on the big screen, before the film.

Cinema goers were encouraged into in-foyer photobooths, the resulting images cleverly appearing in the JD ad, in the reel. After the film, the images pulled through to DOOH formats outside the cinemas, and continued to dynamically retarget and surprise participants on DOOH panels as they walked around the mall.

The campaign’s success is evident not only from the 1,400+ photos taken over the weekend - averaging one every three minutes - but also from the emotional engagement and footfall it drove.