JBL X GIANNIS
(Agency)
(Client)
Barbarian
(Role)
Art Director
Insight + Strategy
JBL partnered with two-time NBA MVP Giannis Antetokounmpo, a.k.a. The Greek Freak, to promote a limited-edition set of custom headphones. The goal: connect Giannis’ global fanbase with JBL through a campaign that celebrated his Greek roots and larger-than-life personality.
Giannis challenged his followers to match his headphones’ vibe with #JBLGreekOut on TikTok — sparking a wave of creativity and fan interaction.
To amplify the hype, JBL unveiled a life-sized 6’11” statue of Giannis, crafted in the spirit of ancient Greek monuments. The statue toured the country, and if you missed IRL, fans could participate via AR experiences that allowed them to celebrate and interact with the campaign in real time.
Creative platform + activation
RESULTS
8.2B+ TikTok views from the #JBLGreekOut challengeThousands of fan interactions and user-generated posts1 viral duet by TNT’s Kenny Smith on Inside the NBA