We are at the starting gates of the Olympics, in 10 days, on July 26th the Summer Olympic Games will begin which will then end on August 11th.
Here is the project I chose on the topic:
BBC Creative is the BBC's in-house agency, has collaborated with Nexus Studio to create an animated trailer to communicate the channel's media coverage, inspired by the most romantic city in the world and with an unbridled passion for sport.
The creativity in this trailer goes beyond the images that capture various sports and different locations such as the Sacré-Cœur, the Eiffel Tower, and the Notre Dame Cathedral, the video is accompanied by the timeless French song 'Hymne A L'Amour' by Edith Piaf, inspired by the love of her life, the French boxer Marcel Cerdan.
From director @fxgoby's post:
With 58 shots and 36 athletes packed into 60 seconds, the expertly crafted film is as dynamic as it is moving. Using expert transitions and tight pacing, the film ramps up to its climactic finale - a kiss - because no love story is complete without one.
The On + Zendaya campaign continues, this time we see her in a store where she meets Roger Federer improvising an Air Tennis challenge.
An advert that reminds us of what Nike did in 1995 with Andre Agassi and Pete Sampras.
Just today I came across this brilliant Coors Light campaign that I had missed (maybe because I don't follow baseball much).
It is a perfect example of real-time marketing, where the brand seizes the viral opportunity of the very strong Japanese player Shohei Ohtani who damages a screen displaying the Coors Light logo during a match. At that moment the brand doesn't waste time to produce a limited edition can that reproduces what just happened in that event, making the broken LED screen stand out as a black square on the can.
They put it on sale for $17 as a limited edition to offer a piece of baseball history and add exclusivity to the product.
The Coors Light marketing team didn't stop there, at the Angels first game back in their stadium, to ride the viral wave of the moment even further. The brand filled the entire stadium with billboards and glass covers with the same campaign with the broken LED screen.
The list of awards won by this campaign is quite long.
Heineken has always been a central brand in sporting events, and clearly was also super present during these European football tournament. Through a newsletter I knew about this item of clothing created in collaboration with Rainkiss specifically for fans, the Pint-cho, beer resistant.
Great idea, I thought, then I did more in-depth research and discovered that there was much more genius behind the whole HeineCare campaign.
The agency is Publicis London, with which they created HeineCare, the first beer insurance in the world. The concept is to protect all fans from spilled beer in moments of excitement during matches.
In these cases fans can scan a QR code on posters in participating pubs which will take them to the HeineCare homepage where after entering basic information they instantly receive a voucher to show to the staff to get their pint back completely free.
The campaign was followed by Heineken's marketing activities on social media with captions such as "don't cry over spilt beer" or "when your team wins, beer loses" reacting to the "most spill-worthy moments" such as last-ditch goals minute or decisions from VAR.
I leave you with a very nice running reel, Tracksmith reminds us of the Latin origin of the word 'Amateur', and translates the love for running into images.
I hope you enjoyed reading the seventh edition of Creativity x Sports, if so, subscribe to the newsletter on Substack and share it on to anyone who may be interested, thank you!
Until next time!
Fabio
