a cultural
collab
JBL wanted to announce their latest collab with NBA MVP Giannis Antetokounmpo and the release of the limited-edition JBL Freak HP’s.
Knowing Giannis is not only genuine and playful, but also incredibly proud of his Greek heritage, we created a campaign that shared those same values.
THE RESULTS:
8 billion views on TikTok
+40% traffic on JBL.com
+10% brand awareness
+14% brand consideration
JBL x Giannis Freak Headphones :30s
Greek art.
I was tasked with creating a unique look that incorporated both JBL’s brand and a look authentic to Giannis’ background. The following pieces use Greek lettering as the main visual language. Using the iconic JBL orange and horn, the Greekout look was born.
ALL IN ON GREEK.
To build hype for the drop, we teased the campaign in Greek. All our communications had Greek messaging front and center at the start of the rollout.
Times Square residents loved the work
TEAM
Agency
DONER CHICAGO
ECD: Julio Desir Jr.
CD: Carla Butwin / John Regan
AD: Mila Bengoa / CW: Slade Stone
JR. CW: Andrew Michal
DIRECTOR: ADAM JONES