JD Sports

Concept and creative direction: With a fiercely loyal audience, some of whom had been portrayed in the press as rioters and looters, JD wanted to let customers know that they were valued – and to show the rest of the country that they had value. We conceived and implemented a two-part campaign, firstly recruiting and subsequently featuring the people who became ‘the face of JD.’ With over 5,000 applicants, we range two full-day casting events in Manchester and London. The 20 finalists appeared in the retailer’s nationwide campaign.