King of the Streets
‘King of The Streets’ was a fully integrated global campaign, created to reaffirm JD's position as the number one retailer for street style and the leading brand in youth culture.
At its heart was a two-minute TV ad, ‘JD Street’, starring more than 30 sporting, musical and TV youth culture icons including Little Simz, KSI and Jadon Sancho. As an extension of the TVC and OOH, a mockumentary, launched via TikTok and JD social channels. Consumers also got a chance to shop their favourite items via a full-length, digital, shoppable version of the ad - pausing the scenes and shopping in real time, whilst also being able to play a mobile game version of ‘JD Street’ for the chance to win weekly prizes.
The hero TVC was ranked as YouTube’s most engaging Christmas Ad of 2021.