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Cannes Lions winning creatives behind Adidas 'Jump with Derrick Rose' campaign on reaching the ‘incredibly hard to talk to’ teen market

Have you ever tried to raise awareness of a brand to a group who only listen to pirate radio, don’t read magazines and don’t pay attention to traditional social channels?

Speaking to The Drum at Cannes Lions, creative duo from TBWA/London Steve and Nick Tidball described the brief to infiltrate the mind-set of teen males for an Adidas ad featuring basketball player Derrick Rose – where the aim was “not to sell shoes” but to promote Rose himself.

Nick Tidball described the brief as an “incredibly interesting challenge”, saying that it is “really boring when someone says ‘your audience is really accessible and it is these people’. I think it’s just brilliant when it is incredibly hard to talk to them [the targets of a campaign]…which is why we literally went to talk to them on the street”.

His twin, Steve Tidball, added: “One of the most exciting elements on the brief for us was the acknowledgement that this is a closed-loop audience. You do not have access to them. You cannot just book a convenient slot on TV and 50 per cent of them will be watching….They don’t care. They don’t want to talk to you.”

Admitting that “you’re fucked” if you don’t admit the reality of that situation, the duo created an initiative which saw the youngsters 'jump' to win Adidas shoes.

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