To commemorate the induction of Michael Jordan into the Naismith Memorial Basketball Hall of Fame, Gatorade and TBWA\Chiat\Day in LA launched a series of limited edition “MJ” bottles. These featured beautiful black and white photos of Michael “then, now and forever.” To take these beyond just a packaging idea, they created a large-scale illuminated mural of MJ in a Chicago street basketball court using over 14,000 limited edition Gatorade bottles and 200 large light boxes. Hundreds of fans watched from the city’s streets as the massive MJ lit up, and later millions watched at home as the footage was made into national television spots. So, all you need to make an idea shine is a clever product demonstration and a national hero.

Check out the making of:

And the official TV spot: