Nike - The Lebrons
The story of the The Lebrons is one that kept going long after I assisted in the creation of the campaign at Wieden+Kennedy. The process of pitching the idea to Lebron and his camp during a lightning and thunderstorm (no joke) provided an epic backdrop. There were several presumptions about how things would go: 1) Lebron would torpedo the idea and 2) if he said yes he might not be able to pull off such a complicated acting role. Well, he said yes and ended up being one of the best improv actor/athletes I've ever worked with. The Lebrons would live for two seasons and yield more spin offs than Nike or all of us Wieden+Kennedy could have imagined. It was 360 marketing hard at work long before there was a 'term' for it.
Lebron James hosted Saturday Night Live and during his opening monologue, he brought The Lebrons with him. This was further confirmation of Lebron's love for the campaign we initiated and how far reaching the platform was beyond conventional advertising.
I had no involvement in the production of the animated version of "The Lebrons". However, it was great to see our initial advertising platform extended into an episodic cartoon by Lebron James and his team.