JBL partnered with MVP Giannis Antetokounmpo, A.K.A. The Greek Freak, to promote a limited-edition set of custom headphones.
We Greek’d out a little.
We teased the drop entirely in Greek. All creative in both Times Square and L.A. Live had Giannis’s native language front and center,
+ 108MIL Billboard Impressions
+ 200 Unique Assets Created
We released our video teasers during the Milwaukee Bucks v. Boston Celtics game on Christmas day.
+ 422MIL Media Impressions
↑ 9% Lift in Brand Recognition
We collaborated directly with Giannis to design the JBL Freak Edition headphones, inspired by the coast of his home country, Greece.
“It’s been a journey. From sleeping on gym floors to winning a championship in Milwaukee, my journey has made me who I am today. These headphones represent my Greek heritage and the path I’ve taken. I’m proud to say they are part of who I am.”
Giannis then challenged his followers to match his headphones vibe with #JBLGreekOut. Our challenge received over 8.2 billion views on TikTok, got interactions from thousands of viewers, and was even expertly dueted by Kenny Smith on TNT’s Inside The NBA segment.
+ 8.2BIL TikTok Views
+ 1 Duet by TNT’s Kenny Smith
Working with social agency Barbarian, we created a life-sized, 6’11” statue to immortalize the JBL x Giannis collab, just like the Ancient Greeks would have. Our statue traveled around the country to give fans the opportunity to join in on the celebration; it unlocked A.R. capabilities for those that wanted to take the experience home.
AGENCY: Doner, Chicago
EXECUTIVE CREATIVE DIRECTOR: Julio Desir Jr.
CREATIVE DIRECTOR, ART: Carla Butwin
CREATIVE DIRECTOR, COPY: John Regan
SENIOR ART DIRECTOR: Mila Bengoa
SENIOR COPYWRITER: Slade Stone
CREATIVE INTERN: Andrew Michal
BRAND LEAD: Kevin Weinman
ACCOUNT EXECUTIVE: Courtney McClear
DIRECTOR: Adam Jones
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