We’ve all had the experience of going into a store and not seeing the item we’re looking for, and then being given the option to go to another location to find it. To showcase Foot Locker’s global reach, BBDO New York created an experiment called “pickup trips,” where three unknowing consumers were sent to foreign countries to cop the weekend’s biggest releases.
Shoppers from Toronto, London and New York were all sent to pick up sneakers abroad, at Foot Locker flagships.
BBDO Studios produced the experiment, which is reflected in this recap piece with the filmmakers being lead director Lawrence Chen, director/producer Andrew Osborne and director Koji Yahagi.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Chris Beresford-Hill, Dan Lucey, executive creative directors; Martins Zelcs, Bryan Stokely, associate creative directors; Steve Panawek, strategy director; David Rolfe, head of integrated production; Joe Croson, director of integrated production; James Young, sr. producer; Michel Woodall, producer; Adrienne Katz, executive producer, experiential. Production BBDO Studios Michael Gentile, BBDO Studios lead; Lawrence Chen, lead director; Andrew Osborne, director/producer; Koji Yahagi, director; Jonathan Hsu, Vincent Lin, Nerenda Eid, line producers. Postproduction EG+ Brad Go, editor.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
