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JD Sports Christmas Campaign by DRUM

JD Sports

Come Alive

For Christmas 2019, we were tasked with helping JD Sports win the battle of High Street retailers and create the JD Sports’ latest Christmas campaign. One of the challenges that we faced was how to differentiate this year’s campaign from previous years and stand out to JD Sports’ key target audience of 18-24-year olds.

‘Come Alive’ was a distinctive high energy campaign featuring a young boy looking through the window of a JD Sports store and capturing the magic of the brands and products within it. Whilst looking through the window the store and the party comes alive and features a huge array of talent such as Virgil Van Dijk, Maya Jama, Stefflon Don, Ramell Carter, Wifred Zaha, HRVY, Michael Dappah and Anne-Marie, as well as featuring brands such as Nike, Adidas and Ellesse.

We created three different cuts of the film including a full 60’ version, a 40’ version and multiple 10’ cuts focusing on specific talent and brands which was amplified on TV, Cinema in the UK and globally as well as hosted on JD Sports’ social media channels.


Since launching in the first week of November, Come Alive has helped increase JD Sports sales by 8% and received 5-star ratings in creative press such as The Drum and David Reviews. Talent featured within the film have also amplified the campaign greatly across their own social media channels driving greater awareness and consideration of the JD Sports brand.


Creative Director

Claire Baker


Lee Tarrier

Head Of Client Services

Ruth Griffin

Executive Head Of Talent & Production

Andy Holland

Agency Producers

Laura Botten & Maree Gecks

Production Agency



Charlotte Rutherford