Client: Trillblazin
Strategy — Campaign
The Challenge
Create a campaign for Trillblazin that included Portland in the national Lebron James free agency conversation and strengthened Trillblazin's relationship with Portland.
My Role
Creative direction, strategy, art direction, merchandise development, creative team management.
The Vision
When LeBron was ready to become a free agent, fan groups launched earnest "LeBron Come to (insert city here)" billboards, so we took things in an another direction for Trillblazin. Centered around the idea that the current Blazer team was ready to compete for a championship without Lebron's help, we created a meme billboard that asked him different question (and might even confuse some nonfans). The billboard was launched as a kickstarter and fans got the in-joke immediately. The campaign tripled its funding goal and lead to a billboard near the arena, bus shelters, bus benches and a wheat pasting campaign. That was just the start. As soon as the campaign went live in real life, fans started sharing it on social, amplifying its reach. Local and national networks picked it up, including a segment on ESPN's The Jump, extending the reach even further. NBA Hall of Famer Paul Pierce even weighed in asking, "what does it mean?" To extend the life of the campaign, we repurposed the billboard into 1-of-1 tote bags after the billboard was taken down. Billboard sponsors included Stumptown Coffee, Portugal. The Man, Tender Loving Empire, The Athletic, Bishops Barbershop, Kamp Grizzly, Conscious Minds Studios, Poler and Ian Karmel.
Deliverables
Campaign strategy, billboard design, promo material, social media rollout.
