DICK’S — Who Will You Be?
Dick’s Sporting Goods wanted to talk to the intimate details of sports. Being athletes ourselves we looked internally. And the answer was there are moments that sport looks you in the eyes and in the heart and begs the question, who will you be? When you’re most tired, when you don’t think you can do one more set, when no one is watching, when an excuse is easy, when a busy life can easily consume the time you have.
And because they were a house of brands with a seemingly endless offering of sports we approached this year different than most. We created 20 individual spots that each examined a different athlete in that moment when sport asks, who will you be? From those 20 spots we created 2 anthems and endless other content.
And when we first showed the CEO, he cried he was so moved.
The two anthems. The first that focused on women named “Choices” and the second that focused on all athletes named “The Question”.
Directed by Lisa Rubisch, Chris Wilcha & AG Rojas
Edited by Ryan McCally and Peter Johnson
A modular system
The bulk of the campaign relied on the modular system we had created. Creating content flexible for any and all platforms.
The 20 :15s had made up the two anthems but also existed independently. And because of the breadth of activities that we were able to feature we could fulfill any media with the creative that would resonate with that audience.
Who will you be? A young athlete dreaming of future glory.
Who will you be? A busy mom who uses school pick-up as a way to get the miles in.
Who will you be? A woman gritting out one last pull-up.
Who will you be? A woman committing to nailing firefly.
Who will you be? A woman making time for her run, 5am to be exact.
Who will you be? A new mom who runs while her newborn naps, it’s the only time she has.
Who will you be? When a mom’s “me” time is adult league hockey.
Who will you be? When a messy playroom stands between a busy mom and her workout.
Photography by Marcus Smith
