One World and Known Win Cannes Lions Out of Home Breakthrough Award for SHOT READY
Penguin Random House’s One World imprint and creative agency Known were recognized with the Out of Home Breakthrough Award at the 2025 Cannes Lions International Festival of Creativity for the launch campaign behind SHOT READY by Stephen Curry, which was published by One World in September 2025. Stunningly designed and illustrated with more than 100 gorgeous photographs, SHOT READY distills Curry’s philosophy of success—grounded in preparation, constant improvement, creativity, connection, mindfulness, and joy—into an inspiring guide to achieving your full potential.
This innovative out-of-home campaign transformed a traditional billboard into a one-night-only cultural moment. Using precise astronomical calculations, the team at Known positioned a billboard featuring Curry so that, during November’s supermoon, the moon appeared perfectly between his hands—creating the illusion that he was taking his signature jump shot with the moon as the basketball. The striking visual quickly captured attention online, generating widespread organic sharing and media coverage.
This Cannes Lions recognition highlights the power of creative collaboration across publishing, advertising, and media partners. Working together, One World, Known, OUTFRONT Media, photographer Khristopher “Squint” Sandifer, and Stephen Curry’s creative team created a campaign that extended the reach of SHOT READY well beyond traditional book marketing.
Chris Jackson, EVP and Publisher of One World and Curry’s editor commented, “This was an incredibly creative answer to the question of how to distill a book into a spectacular, memorable image. One of the core ideas of SHOT READY is the importance of creating space between you and your competitors—in Stephen’s case, that meant training himself to shoot the ball from uniquely, almost absurdly, distant points on the court. But the graceful parabola of Steph’s jump shot is not just a competitive advantage—it is also one of the most joy-inducing and iconic images in all of sports. For a book about competition and joy from an iconic athlete, turning the ball itself into a celestial object was a brilliant move, a Steph-like long-shot that led to a spectacular, viral moment. It was also a wildly ambitious idea that was orthogonal to our core marketing plans—finding a way to work with an imaginative external creative team with the skills and connections to execute was key.”
Presented each year, the Cannes Lions International Festival of Creativity celebrates the world’s most innovative and impactful creative work. This award is a testament to what’s possible when bold storytelling and imaginative marketing come together to introduce books in unexpected ways.
