Overview

Athlete-Driven Worldwide (A-DW) partnered with Hisense and Lowe’s to activate Hisense’s NBA partnership during the 2025 playoffs. As part of this initiative—which included a national fan sweepstakes offering Hisense home appliances and a trip to the Eastern Conference Finals—A-DW selected Miami Heat star Bam Adebayo to serve as the face of the campaign.

Approach

Building on the comedic “hidden camera” concept previously developed with Hisense, A-DW leveraged our talent expertise to align Bam’s natural humor and charisma with the tone of the campaign. The result was a highly engaging and memorable activation that Hisense considers one of its most original and successful efforts to date.

A-DW oversaw every aspect of the campaign, including talent acquisition, creative development, and production. We also managed nationwide in-store execution by coordinating with NBA league officials to distribute promotional posters and point-of-purchase (POP) materials across all Lowe’s locations.

Results

• 1.1M views on YouTube

• 14.2K likes on Instagram