STAD UP agency x The Giant Heart campaign

STAD UP agency is a startup formed by a group of inventive and creative GenZ students. Our primary concern is to make a social statement on every campaign we design. What matters most to us is sustainability. We aspire to make our clients and their products stand out for their values and history.

The GiANT Heart is an initiative by NOVIBET and Giannis Antetokoumpo. The first campaign was mounted first in May 2021, after Giannis won the NBA title. The campaign’s vision is for everyone to have equal opportunities with actions taken with all their “heart”. The mission is within the context of CSR and is based on the principles of social caring, hope and second chance, striving to make our fellow man’s life better. Several actions have been taken in order to help those in need, such as the support of the ELPIDA and the ‘Ark of the world’ organizations or the offering of temporary housing to the victims of the fire in Attica in the summer of 2021. Moreover, they are currently renovating basketball courts in Attica and they gave the chance to five people to visit Milwaukee.

After being informed about the campaign’s goals and values, the brief was about the GiANT Heart season II campaign preparation. We were asked to present not just a campaign proposal but a media strategy too. Because of the immense importance of the environment and sustainability to us, we wanted to make a proposal that would also contribute to the improvement of our lives. So, GiANT Heart goes Green. The proposal was the collaboration with The Green City program which operates in all municipalities of the Attica region. The goal is to increase public understanding about the protection and restoration of the environment, to make a brand association with sustainability, raise awareness about the GN initiative and encourage social media engagement.

Now, as for our part: we created a van wrapping for the Green City’s vans with the GiANT Heart’s brand ambassador Giannis Antetokoumpo. The recycled materials that will be collected by the vans, are going to be turned into euros donated for the reforestation of the fire-stricken areas in Attica. In this way, both the vision of the GiANT Heart’s initiative to improve our lives is being achieved and a big step towards reaching the sustainability goals of the UN. As far as the media strategy, we made a proposal for a TV commercial, starring Giannis Antetokoumpo and a young child. The closure of the commercial is Giannis addressing the audience with the slogan: “Βάλε καλάθι για ένα καλό σκοπό” (Make a shot for a good cause). We also planned a social media campaign, introducing an eco-friendly challenge through user-generated content. The challenge is as follows; our followers have to upload a video of them throwing a “recycling shot”, using the hashtag #valekalathi and tagging GiANT Heart’s profile. The ones who participate, have a chance to win one of the 20 basketballs signed by the campaign’s ambassador. The campaign will be advertised in billboards as well.

What made us choose The Green City in order to collaborate with the GiANT Heart initiative was the fact that the first is undoubtedly doing significant effort to protect the environment and get people on the same side. The idea behind the challenge #valekalathi was to make our younger fellow humans learn about the significance of protecting the environment in a more playful and interactive way. Along with the GenZ players at the court, their parents and family have the chance to get acquainted with recycling too while being at the renovated courts or by doing the challenge at every possible place.

By doing so, we will make sure to make known three crucial SDGs; firstly, to make cities and human settlements inclusive, safe, resilient and sustainable. Then, ensure sustainable consumption and production patterns and last but not least, take urgent action to combat climate change and its impacts. As a true GenZ agency, we are ready to take action and foster sustainability activations.

Professor; Betty Tsakarestou

Team Members; Theodora Kostadima Evelyn Kalyva Leonidas Archontakis Izabella Tougli Paraskevi Aloimenou Marialenapaschali