For the holiday season, we wanted to create a campaign that was simple, yet implied action. When thinking of the holidays, growing up as a child, all I could think about was unwrapping presents as soon as possible. The word "upwrap" carries such a succinct message. It conveys the holiday theme with one simple word. We used "unwrap" to touch upon various pieces of content. This 360-degree global campaign included in-store marketing, social media, e-commerce, video series, and digital content.
NBA star Nick Young's "Unwrap Your Game" video went viral and was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.