Entrant: Banana Republic, R/GA
Banana Republic launched their BR x Kevin Love collection and revealed a new side of the NBA Superstar as a fully integrated campaign across digital, social, PR and retail.
Kevin’s adventurous world came to life through three films, deployed across digital and social, which introduced the world to the friends Kevin keeps and the collection Kevin designed. The story was extended with a rich experience on Complex.com and through strategically faked “click-bait”-like links which revealed more unexpected sides of Kevin Love.
Finally, it all came together across physical and digital retail within both BR stores and on bananarepublic.com, where shoppers and fans alike could go deeper in the stories and learn more about the collection.
With unexpected stories and non-traditional mediums, Banana Republic redefined how an Athlete-led campaign is brought to life.