For the holiday season, DICK’S wanted to do some good. So we helped them give away 10,000 gifts of sport.
We created a giving truck and sent it on a tour through eight cities, working with local sports organizations to give out gifts of sport to kids in need. The truck was equipped with TVs so professional athletes, like Blake Griffin and Matt Ryan, could video chat with kids at each stop— Providing an unforgettable experience.
To announce the activation, we shared the story of Ms. Lorraine. A woman who has been using tennis to help the kids of Co-Op City for decades, even through the pandemic.
And to recognize her commitment and sacrifice, we surprised her with new tennis equipment and funding to keep up her incredibly important work going for years to come.
Directed by Savanah Leaf
We promoted the initiative, and called for donations, throughout the holiday season with print ads in the weekly circular, holiday catalog, website, email, and point of sale in store.
