Round 7: Live Sport
"Reignite the interest of young people in watching live sport."
— David Smith
INSIGHT
The heart of live sport is in the atmosphere. From the wave of emotion you get from a cheering crowd to the devastation of a loss that unites the fans. These moments unite the players with the fans, creating a beautifully pure bond with sport.
That experience with live sport is incomparable.
IDEA
"Live sport. Nothing compares."
We’ll create a media campaign encompassing the passion and unity that comes from sporting fans and players.
EXECUTION
Bold imagery that conveys ‘wow’ moments from live sport will create a powerful mixture of OOH and online content. Short films will be created to share online, interviewing players and fans trying to define this feeling live sport evokes. It isn’t tangible. It isn’t even fully describable. It’s just something you feel.
To add to our social media presence we’ll create online competitions offering rewards for the best fan photos, and ‘Nothing compares’ memes generated. The underlying message is something that can transition easily into different mediums ensuring a longer campaign life. Together these elements will appeal emotionally to the audience to form a story that they can be a part of.
