Editor: Eric Schoenbrunn
Agency: Wieden+Kennedy New York
2012 Cannes Lion Bronze - Branded Content
2012 One Show Silver Pencil
W+K and Carmelo Anthony launched the Jordan Melo M8 in an explosive way from Pier 54 in New York City. While rap star Nas performed for a crowd of 2,500 people, a three-story-tall Melo projection appeared, that dribbled, dunked and walked -- all on the Hudson River. A Melo stunt-double also rappelled into the river from a helicopter - and finally, Melo himself appeared on stage, encouraging participants to play games for a chance to win prizes. Those not in attendance could also watch the spectacle live across multiple browser windows at a special HTML5 site.