JD Sports
The bag for life
The Die Hard of Christmas ads.
When JD Sports came to us for a Christmas ad we realised there was an opportunity to make
something much more important. To create a Christmas film that represented the 99% who
are usually ignored over the Christmas period. Allowing youths to be scene for the first time.
The bag became the vehicle. As we believed it was the most important artifact within British
youth culture in the last 30 yrs - having been Jude’s boot bag, carried Stormzy’s mixtapes and
every valentines card and gym kit for a generation.
When JD Sports came to us for a Christmas ad we realised there was an opportunity to make
something much more important. To create a Christmas film that represented the 99% who
are usually ignored over the Christmas period. Allowing youths to be scene for the first time.
The bag became the vehicle. As we believed it was the most important artifact within British
youth culture in the last 30 yrs - having been Jude’s boot bag, carried Stormzy’s mixtapes and
every valentines card and gym kit for a generation.
The Bag For Life film
We dropped this film right in the middle of the period when Britian has Christmas Ad fever.
We dropped this film right in the middle of the period when Britian has Christmas Ad fever.
The Launch OOH
Executions teased unknown models wearing the iconic JD duffle from behind.
Then when the campaign went live, media switched to reveal the identity of the talent.
![]()
![]()
![]()
Design System
From in-store to OOH we ran our new platform across everything.
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
![]()
The Bag For Life
Then the bag became a icon to have fun with and make famous again and again and again.
![]()
When the work dropped it made shit loads of noise and we seemed to win the Christmas ad battle with a film that only had one set of fairy lights in it.
You can read some of the commentary here, here and here.
![]()
![]()
Agency - Uncommon Creative StudioExecutions teased unknown models wearing the iconic JD duffle from behind.
Then when the campaign went live, media switched to reveal the identity of the talent.
Design System
From in-store to OOH we ran our new platform across everything.
The Bag For Life
Then the bag became a icon to have fun with and make famous again and again and again.
When the work dropped it made shit loads of noise and we seemed to win the Christmas ad battle with a film that only had one set of fairy lights in it.
You can read some of the commentary here, here and here.
ECD - Benny Everitt
Creative Director - Shaun Savage
Senior Creative - Quba Tuakli
Designer - Matt Curtis
Designer - Paul Ross Mason-Barney
Founder - Nils Leonard
Director - Amara Abbas
Photographer - Ewen Spencer