The Drum Awards Festival - Official Deadline

-d -h -min -sec

Date: Dec 2017
Your Vote
Overall Rating
Opps, please vote again
9 votes

Over the holidays, Foot Locker launched the first Snapchat unboxing lens. Usually, only a few privileged sneaker influencers get to unbox new sneakers before their release date. But in the first ever AR unboxing experience, created by BBDO New York, Foot Locker let every sneaker head unbox the eagerly awaited new Gatorade AJ1’s before they dropped on Dec 26, 2017.

The innovative lens allowed users to explore the new sneakers in 3D, take them for a walk (and dance) in their living room, and find fun hidden extras, like a basketball hoop. By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience that is rooted in sneaker culture.


Title: Foot Locker – Snapchat Unboxing Lens

Agency: BBDO New York

Client: Foot Locker

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Dan Lucey

Associate Creative Director: Jim Connolly

Associate Creative Director: Marcus Johnston

Senior Project Manager: Amy Orgel

Director of Integrated Production: David Rolfe

Director of Interactive Production: Joe Croson

Senior Integrated Producer: Mo Twine

Director of Business Affairs: Bernadette Naughten

Business Affairs Manager: Heather Weissman

Account Director: Janelle Van Wonderen

Account Director: Laura Mcwhorter

Account Manager: Sam Henderson

Account Executive: Christian Martinez

Planning Director: Steve Panawek

Communications Planning Director: Patrick Tomasiewicz

Communications Planner: James Mullally

Production Company: North Kingdom

CEO: Roger Stighall

COO: David Eriksson

Producer: Karolina Czabaj

3D Artist: Daniel Wallström

3D Artist: Samuel Lundsten

3D Artist: Piotr Adamczyk

Developer: Fredrik Lindakl

Sound FX: RedPipe