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  • HonorGold
  • Advertising
  • SectionInnovation
  • CategoryAdvertising
  • TitleThe Fight of the Century
  • ClientFoot Locker
  • AgencyBBDO New York
  • CountryUnited States
  • Chief Creative OfficerDavid Lubars (BBDO Worldwide), Greg Hahn (BBDO New York)
  • Executive Creative DirectorChris Beresford-Hill, Dan Lucey
  • Senior Art DirectorAustin Mankey
  • Senior CopywriterMike Motch
  • Director of PhotographyMarc Laliberte Else
  • Production CompanyO Positive
  • DirectorKenny Herzog
  • Executive ProducerAnthony Curti, Tricia Lentini, Angelo Ferrugia at BBDO New York, Ralph Laucella, Marc Grill at O Positive, Sasha Hirschfeld at Mackenzie Cutler (Editorial Executive Producer), Corina Dennison at Number Six Edit (Editorial Executive Producer)
  • Line ProducerGrayson Bithell
  • Head of ProductionFran Borden
  • EditorErik Laroi at Mack Cut, Jason Macdonald at No. 6, Patrick Blumer at Mack Cut (Assistant Editor), Ryan Bukowski at No. 6 (Assistant Editor)
  • Visual EffectsColorist: Tim Masick at Company 3, Flame Artists: Jim Hayhow at Schmigital, Joseph Miller at Schmigital (Assistant Flame), Ed Skupeen at No. 6, Mike Grosshandler at No. 6 (Assistant Flame)
  • Sound MixerTom Jucarone at Sound Lounge, Sam Shaffer at Mack Cut
  • Account DirectorTroy Tarwater, Janelle Van Wonderen, Nick Robbins, Samuel Henderson
  • Agency ProducerDavid Rolfe (Director of Integrated Production)
  • Editorial CompanyMackenzie Cutler, Number Six Edit

The Fight of the Century

For many years boxing fans around the world had log been frustrated by Floyd Mayweather ducking a fight against Manny Pacquiao – but Foot Locker helped make the fight a reality.A Foot Locker TV spot, featuring Manny baiting Floyd, aired along with Twitter and Instagram activations, garnering over 1.5 billion impressions in less than one week.News media around the world picked up the story, creating a wave of PR, restating talks between both camps. On May 2, 2015, the fight of the century took place.