We turned the holiday hassle of wrapping gifts into a song…and a full-blown cultural moment.
Sports
Awareness
Influence
Campaigns
Every retailer runs the same tired holiday gift guide, so DICK's needed a way to connect with culturally fluent shoppers who tune out standard advertising entirely.
Overview
What if the hardest thing to wrap under the tree became the easiest thing to talk about?
Watch now
Our approach
We crowned LSU star and recording artist Flau'jae Johnson the "Greatest Wrapper in the Game," turning her double life as rapper and (w)rapper into a campaign about the challenge of wrapping notoriously bulky sports gear and equipment, inclusive of a hero video, limited-edition wrapping paper, and an in-store giveaway.
The results
The campaign earned 45 placements and 783M impressions in outlets like Ad Age and Women's Health, sold out all 420 wrapping paper rolls within hours, and convinced DICK's leadership to put national ad dollars behind the content.
45Placements
783MImpressions
1National broadcast spot
