Jumbotron content + Digital + Experiential

In 2010, American Express created Small Business Saturday. In 2016, they ramped up their efforts by creating "Shop Small for 2x Rewards," turning the single day initiative in November into an offer that spanned the entire holiday season.

We leveraged our NBA partnership to get the word out, creating a campaign called "Shopping Small with Shaq," which included a series of in-arena gifting stunts that put fans on the receiving end of Shaq's holiday gift list.

In basketball arenas across the country, Shaq would appear in spots on the Jumbotron. At the end of each video, he would smash an oversized “Shop Small” button, triggering the release of hundreds of parachutes that carried gifts to fans, culminating in the largest ever in-arena gifting stunt to date at Chicago's United Center.

Recognition:
CLIO SPORTS, Silver, Integrated Campaign
CLIO SPORTS, Silver, Events/Experiential
EX AWARDS, Top Prize, Best Cause/Community Program