When Lebron James launches a new shoe in partnership with Monopoly, we look to the next generation to celebrate, education, and pay it forward. The brief called for a way to bring the collaborative shoe to life as an activation for the youth.
Our answer? We looked to the game at the core of the partnership and saw the opportunity to turn a game about the “dream of wealth” and the “realities of inequality” into a moment where we could teach financial literacy and give back in real time, all in a package kids would want to experience.
Press / Promo: AdWeek | A’ja Wilson | Kelsey Plum | LeagueFits | Chris Brickley
MEDIA Experiential / Social
ROLE ECD / Co Creative Director (hands-on)
AGENCY The Robot Co
Say hello to Monopoly Day at LeBron James’ I Promise School. The board game and its board itself were brought to life at human scale, with a slice of the local community woven in. Partnering with Chase Bank, we also put financial literacy and investing at the core of the experience, making it a moment where students could turn the idea of growing their money into pure fun.
To help tell our story, we brought the I Promise School students along for the ride, tapping into their local student news team to shepherd the message, interview our audience as the day unfolded, and create supporting content through their own eyes, voices, and financial decisions. That’s game.