JD Sports goes back to school with new campaign via Andpeople and PUSH

JD Sports has taken an unconventional approach to the stereotypical back to school campaign by creating a 3-part series by Andpeople and PUSH, featuring cameos from multi-disciplinary talent that starred in previous campaigns throughout 2022.

The series features 15 year old rapper LeBron Kundai Mapanda @_official_lee23 and dancer Aaliyah Paea @aaliyahpaea, in typical scenarios of a high school teen’s first day back to school.

Episode 1 serves as a follow-up to The North Face “It’s More Than a Jacket” Campaign – Lee comes to school and tries to flex on his crush Aaliyah about starring in the commercial, with Billymaree making a cameo as the music teacher.

Episode 2 features TikTok comedian Olan Tekkers as a washed-up ex-soccer star- turned gym teacher. Previously featuring in the JD Sports Champion Lives campaign in 2022. Expanding the reach of the campaign, TikTok influencers karimdaddyslim and Fooligan Kevs also feature within episode 2, with bespoke content native to their audience as a bonus extension of the campaign.

The final episode has pillar of the Western Sydney music scene- artist manager Lionel Nogueiro playing a substitute teacher and Yuin & Thunghutti rapper and Triple J Blak Out Host Nooky playing the Principal.  

Says Alexander Wu-Kim, creative director of Andpeople: “We’ve seen an appetite for more from our branded content, giving us the freedom to test new formats and approaches. With ‘Back to School’ we sought to go far beyond pure product messages and instead continue to build out a narrative approach that’s rich in storytelling, features local talent and has real cultural nuance. In doing so, I think we’ve successfully hit the right brand considerations, while giving the spotlight to people in the community that truly reflect the diversity and creativity of our audience.”

Says Jonathon Lim, director, PUSH: “Working with JD Sports and Andpeople on a project like this is a dream. They are some of the only agencies and brands that are truly tapped into youth culture in Australia today.”

AGENCY- ANDPEOPLE
MANAGING DIRECTOR Andrew McDade
CREATIVE DIRECTOR Alexander Wu-Kim
EXECUTIVE PRODUCER Raeanne Chami

PRODUCTION- PUSH
Executive Producer Louella Campbell
PRODUCER Alek McKenzie
DIRECTOR Jonathon Lim
1st AD Matt Enfield
DOP Tom Black
1st AC Gary Morris
2nd AC Ivona Alavanja
GAFFER Nik Damianakis
BEST BOY Blake Hull-Moody
SOUND RECORDIST Luke Fuller
GRIP Joe Bruneteau
2nd AD Raeanne Chami
3rd AD Jacinthe Lau
ART ASSISTANT/DESIGNER Travis Leslie
PRODUCER Simone Starikov
PRODUCTION ASSISTANT Ibrahim Intwari

STYLIST Marisa Suen
ART DEPARTMENT Michael Restifo & Tara Sriharan
HAIR STYLIST Laura Mazikana
MAKEUP ARTIST Tina Matti & Luisa Zampogna

JD Sports
HEAD OF MARKETING Michael Weatherston
RETAIL & BRAND MARKETING MANAGER Benjamin Kella
RETAIL MARKETING EXECUTIVE Kate Asamoah
RETAIL MARKETING COORDINATOR Ellie Kaloutsis