With record-breaking heatwaves, wildfires, and extreme weather events becoming the norm, WWF is urging global leaders to match the determination of Olympic athletes in tackling the climate crisis. The campaign, launched on the eve of the Paris Olympics, leverages the global spotlight on sports to highlight the urgent need for climate action.

A powerful video, featuring gripping sports commentary juxtaposed with alarming climate data, will air on French TV just before the highly anticipated men’s 100-meter final. The campaign will also be visible across Paris and in WWF offices worldwide, seizing opportunities during the Games to share national climate records.

“The Climate Games is not just a campaign; it’s a call to action,” says Manuel Pulgar-Vidal, WWF Global Climate and Energy Lead. “We have the solutions to combat climate change, but we need the same level of determination and urgency seen in the world of sports to implement them.”

WWF emphasizes the need for accelerated action in renewable energy, energy efficiency, industry decarbonization, nature conservation, and climate finance for developing countries. With COP30 in Brazil looming, the organization calls on governments to commit to ambitious climate plans and deliver a “gold medal effort” for our planet.

As the world cheers on athletes breaking new records, let us not forget the climate records we desperately need to prevent. The Climate Games campaign serves as a powerful reminder that the time for action is now.

Credits
Mathias Sandvik – Art Director, TRY
Hallvard Vaaland – Copywriter, TRY
Trine Olsen – Project Manager, TRY
Arne Eggen – Account Manager, TRY
Bendik Ramm – Designer, TRY
Sindre Annweiler – Designer, TRY
Grace Chavez Heide – Project Manager, TRY
Mats Mæland – Designer, TRY
Kavar Singh – Director, Aparent
Lasse Nyhaugen – Producer, Aparent
Henrik Pedersen – Editor, Aparent
Mandy Jean Woods – Global Communicator, WWF International

Additional Credits
Eirik Sørensen – Art Director, TRY
Caroline Riis – Copywriter, TRY
Egil Pay – Creative Director, TRY
Lars Joachim Grimstad – Creative Director, TRY
Preben Moan – Art Director, TRY
Camilla Bjørnhaug – Copywriter, TRY
Jonas Gønnern – Copywriter, TRY
Lars-Kristian Harveg – Art Director, TRY
Kenneth Lamond – Copywriter, TRY
Even Moseng – Art Director, TRY
Sebastian Rasch – Art Director, TRY

This campaign is about:
WWF Climate Games, Climate Change, Olympics, Climate Crisis Olympics, Paris Olympics, climate change solutions, global warming awareness, Nature conservation campaign, Olympic Games Paris 2024

The growing global popularity of both professional and amateur female sports is a phenomenon worth celebrating. However, a critical issue persists in the way media covers these incredible athletes. Instead of spotlighting their remarkable sporting achievements, coverage often fixates on female anatomy through invasive angles and excessive close-up shots. This approach not only detracts from their skills and dedication but also undermines the empowerment that sports provide to participants.

As a beauty brand committed to combating everyday sexism, LUX has taken a stand. In collaboration with Wunderman Thompson Singapore, LUX launched the “Change The Angle” initiative, a campaign designed to raise awareness and spark conversation about this issue among broadcasters and audiences alike. By working with Volleyball SA (South Africa) and sports broadcaster SABC, LUX set out to flip the male gaze back on itself, emphasizing the need to focus on female athletes’ prowess rather than their physical attributes.

The Bold Initiative at the Durban Open
The Durban Open, held on April 15 and 16, brought together eight of South Africa’s top women beach volleyball teams. This live tournament, organized by the South African Volleyball Association, was broadcast by SABC, reaching an impressive audience of 19.7 million viewers. During the event, female players wore QR codes on their bodies, strategically placed on the areas typically targeted by objectifying camera angles.

When scanned, these QR codes directed viewers to a film produced by LUX. This powerful video features leading sportswomen urging broadcasters to “Change The Angle” and shift their focus to the athletes’ strengths and skills. The film also highlights disturbing statistics about sexist sports coverage, including the shocking revelation that “2500 pictures objectifying women were reported at the 2021 Olympics.” By presenting these facts alongside testimonials from female athletes, LUX’s film delivers a compelling call to action.

Flipping the Gaze
The “Change The Angle” initiative aims to reframe the narrative around female sports coverage. It’s about celebrating the dedication, skill, and hard work of female athletes, and ensuring that media representation reflects these values. The campaign culminates in six best practice tips for media on portraying female athletes:

Focus on Skill:

• Highlight athletic performance and skills, not physical attributes.
• Respectful Angles: Use camera angles that respect the athlete’s dignity.
• Empowering Commentary: Ensure that commentary uplifts and respects female athletes.
• Equal Coverage: Provide equal and fair coverage to women’s sports events.
• Inclusive Narratives: Tell stories that celebrate diversity and inclusion within sports.
• Audience Education: Help audiences understand the importance of fair and respectful coverage.

A Call to Action
LUX’s “Change The Angle” campaign is more than a marketing initiative; it’s a call to action for the entire sports community. Broadcasters, commentators, and viewers all have a role to play in reshaping the way female athletes are portrayed. By shifting the focus from physical attributes to athletic achievements, we can help create a more empowering and respectful environment for women in sports.

The support from top female athletes, sports commentators, and officials underscores the importance of this movement. It’s a collective effort to ensure that future generations of female athletes are celebrated for their talents and hard work, not objectified for their appearance.

As viewers, we can support this initiative by being mindful of how female athletes are represented and demanding better from broadcasters. By changing the angle, we not only change the way we see female athletes but also contribute to a broader cultural shift towards equality and respect in sports and beyond.

Credits
Agency: Wunderman Thompson
Brand: Lux
Campaign: Change The Angle

In the vast world of football, where the roar of the crowd often drowns out the voices of the unheard, MEO’s campaign, “Forgotten Team,” emerged as a poignant tribute to the workers who sacrificed their lives for the grandeur of the World Cup. From the heart of Portugal, a nation deeply connected to the issue of immigrant and overseas worker rights, this campaign took an unexpected turn when football authorities banned its symbolic jersey during a crucial match.

#ForgottenTeam #StandForJustice

MEO, a longstanding sponsor of the national team and Portugal’s leading broadcaster, found itself at the center of controversy when its campaign sought to shed light on the human rights abuses surrounding the construction of the World Cup infrastructure. The Forbidden Team’s jersey, inspired by the workers’ vests and adorned with Article 4 of the Human Rights Act, became a rallying point for bravery and virtue in the face of censorship.

In response to the ban, Dentsu Creative partnered with Amnesty International to breathe new life into the campaign, turning it into a powerful movement against human rights abuses. The Forbidden Team’s jersey, in electric yellow with reflective bands and the symbolic number 4 on the back, now featured a QR code, inviting fans to contribute to the cause and support the victims’ families.

The jerseys became a symbol of solidarity and resistance, distributed strategically at football stadiums to stand out amidst the celebratory sea of colors. Despite the ban, the Forbidden Team’s jersey found its way into the hands of store employees, migrant ambassadors, and even infiltrated FIFA hacks, symbolizing a nation’s refusal to be silenced.

The impact on the Portuguese people was profound, as the abuses in Qatar struck a chord with a nation intimately connected to the struggles of immigrants and overseas workers. The campaign’s reach was staggering, touching 98% of Portugal and garnering over 1.5 million in earned media. Remarkably, it achieved a 78% approval rating, surpassing evaluations of heavyweight sponsors from sports, alcohol, and fast food industries.

Beyond the immediate success, the Forgotten Team’s legacy endures. The jerseys are now being sent to future World Cup hosts, serving as a poignant reminder that workers’ rights should never be forgotten. The campaign demonstrated that a brand can stand for something more than profits, proving that people will rally behind those who take a stand for what they believe in.

In the end, MEO’s Forgotten Team became a beacon of courage, turning adversity into an opportunity to champion human rights, leaving an indelible mark on the intersection of sports, activism, and social change.

Credits
Client: Amnesty International
Advertising Agency: Dentsu Creative

This campaigns is about:
Forgotten Team, Tribute, Campaign Against Human Rights Abuse, Dentsu Creative, Amnesty International, Article 4 of Human Rights Act, QR Code, Qatar, World Cup Campaign, Social Activism, Sports, Worker Rights, FIFA, Social Change.

In an era where traditional media falls short in celebrating female athletes, the power of social media steps up to bridge the gender imbalance in sports reporting. Nike, a global sportswear giant, took a bold step in 2019 to confront the alarming statistic that women received only a mere 2% of media coverage in sports. This glaring disparity perpetuates the misconception that the world of professional sports is predominantly male-dominated. Determined to change this narrative, Nike embarked on a mission to ensure that the next generation of female athletes knew they had an equal place in the realm of sports.

Enter Instagram, the social media platform where countless young women and girls spend their digital hours. Nike harnessed the full potential of Instagram, effectively blending the conventional magazine publishing format with the real-time interactivity that social media uniquely offers. The result? A groundbreaking initiative known as the “Nike Instazine.”

The Nike Instazine sought to highlight the remarkable achievements of professional female athletes who had conquered so-called “men-only” sports. By leveraging Instagram’s diverse range of features, the Instazine transformed the way stories were told and consumed, engaging the Gen-Z audience in a meaningful and innovative manner.

Here’s how Nike’s Instazine disrupted the status quo:

Showcasing Unsung Heroes: The Instazine platform shed light on female athletes who had excelled in sports traditionally dominated by men. These incredible women served as inspirational role models, proving that gender was no barrier to success in the sporting world.

Real-Time Interaction: Unlike traditional magazines, the Instazine provided real-time engagement opportunities. Followers could comment, like, share, and interact with the content, fostering a sense of community and connection among fans.

Global Impact: The Instazine’s success was undeniable, amassing a staggering 500 million views. This immense reach resulted in a wave of young girls discovering new sporting heroines, empowering them to pursue their athletic aspirations.

A Global Template: Such was the triumph of the Instazine that Nike decided to replicate the format on a global scale. The initiative not only resonated with audiences but also demonstrated the potential for social media to become a driving force in reshaping gender narratives in sports.

In conclusion, Nike’s Instazine represents a remarkable shift in how female athletes are celebrated and promoted. By utilizing the influential platform of Instagram, Nike successfully tackled the gender imbalance in sports reporting head-on. The initiative’s reach and impact have not only given young girls newfound sporting heroines but also set a precedent for the transformative power of social media in championing gender equality in sports. As the world continues to evolve, the Instazine serves as a beacon of hope, illuminating a future where female athletes are celebrated, supported, and empowered to shine on the global sports stage.

Credits
Advertising Agency: BBH Singapore
Client: Nike

This campaign is about:
Female athletes, Empowering women in sports, Gender balance in sports, Nike Instazine, Social media in sports, Women in professional sports, Gen-Z sports engagement, Inspirational sportswomen, Women breaking barriers in sports, Sports media representation, Gender equality in athletics, Women’s sports coverage, Instagram for sports stories, Nike’s social media impact, Female sporting heroes

In late 2022, filmmaker Enrico Poli and Undervilla, a production company based in Bologna, Italy, came together driven by their shared passion for the iconic AF1 shoe, to create a film that would pay homage to the shoe’s 40th anniversary while celebrating its significance in various realms such as sport, music, fashion, art, the street, and the city. The Nike Air Force 1 silhouette has been a canvas for countless artists and designers over the years, but Poli and Undervilla believed that no other model could connect people across different ages, cultures, and languages like the white-white AF1.

The profound idea of people from diverse backgrounds choosing the same clothing item to express their individual style inspired the title of the film – ‘We Are 1’. It symbolizes the unity that the AF1 brings, transcending differences and promoting inclusivity. It also serves as a metaphor for the collective effort to eliminate division in society and encourages embracing the multifaceted aspects of our inner selves.

The team’s goal was to create a timeless film that would resonate with both younger and older generations, conveying the rich heritage of the Nike Air Force 1 Shoes. This sparked a debate on the language to be used in the film, considering the shift in recent years towards more aesthetic and visually-driven storytelling in brand communication. The chaotic nature of today’s world where images come and go quickly without leaving a lasting impact was taken into account. This approach may be contemporary, but it can be disorienting for those who grew up in the 80s and 90s, which includes many AF1 users.

As a result, the decision was made to blend contemporary language with a classical hero’s journey structure in the film. The film features flashing images, glitches, and uplifting music that create a sense of chaos, but there is also a underlying structure, a basic narrative that can be appreciated and understood by people of all ages, and that will stand the test of time. ‘We Are 1’ aims to capture the essence of the AF1’s cultural significance while presenting it in a way that is accessible and enjoyable for audiences now and in the future. It encompasses much more than just a shoe – it represents a cultural phenomenon that has stood the test of time and continues to inspire generations of wearers around the world.

Credits
Created by Undervilla
Campaign: Nike Air Force 1
Brand: Nike
Co-Produced by Combo Film
Cast: Kenji Matsuyama Ribeiro, Arianna Pisano
Extras: Tari, Pepe, Lucia, Olvia, Michael, Niccolò

Writer + Director: Enrico Poli
Cinematographer: Marcello Dapporto
1st AC: Guglielmo Trautvetter
Ronin Operators: Davide Polato, Arturo Bernardi
Drone Operator: Matteo Bombarda
Camera Assistants: Francesco Albano Lorenzo Natuzzi
Gaffer: Jalal Albess
Spark/Grip: Alberto Poce, Riccardo Panebianco
Coreography by K + A + E
Styling by Antonio Labroca, Lucia Calandri
Styling Assistant: Pepe
Production Design: Emaluela Astolfi
Make Up + Hair: Adele Mastrocola
Location Scouting: Aguamala

Producer: Franca Masu
Executive Producer: Matteo Bombarda, Davide Polato
1st AD: Alessandro Puccini
Production Assistant: Francesca Mortato
Runner: Maneul Bin

Editor + Colorist: Davide Polato
Original Music by After Crash (Comakid + Everlasting Joy)
Sound Design by Riccardo Rossi
VFX by Diego + Ameleto @ Bloomik
2D Animation: Matteo Bombarda
3D Animation: Alimik

Camera + Kit: AdCom
Backstage by Julio Cesar De Dominicis
Thanks to Pierluigi, Gatto, Giulia

There are more than 2 million amputees in china. Among them, a large number of people only wear one shoe. For people with high amputation, people who cannot afford prosthet- ICS, or those having discomfort wearing prosthetics. most of the time they would have no choice but to stay inside. Shoe purchasing has become one of their biggest challenge and trouble they buy a pair of shoes just to throw away one of them.

On October 22, 2021 the E-commerce platform Tall, as the 11th China’s Disabled Games begins, has launched the #OneShoe Project together with seven footwear brands, providing an online service for people with disability allowing them to purchase one shoe for only half the price. In addition to the online sales plan, Tmall also invited Chinese National Para Games athletes to voice for the One-Shoe Project, featuring them in the campaign film and print posters to call on more brands to join the #OneShoe Project.

Credits
Campaign: One Shoe Project | #TheOneShoeProject
Brand: Tmall
Creative Agency: Heaven&Hell
Chief Creative Officer: Danny Li
Creative Director: Sihan Jin
Copy Writer: Kiko Zeng
Senior Art Director: Xianjun Zhao
Art Director: Xinyi Wu
Account Executive: Fan Zhang

Facebook Salutes Small Businesses for Sponsoring Youth Sports.

Every year, millions of small businesses step up for our smallest athletes. Backing their dreams. Making sure they know what it’s like to play on a team, even if they never make it big. So while the big names play in big games, let’s all remember the small businesses that sponsored us first.

To know more Visit here
Tags: #DeserveToBeFound, The Smallest Sponsors facebook, Meta for Business

Credits
Brand: Greenlands
Campaign: Earth Day
Advertising Agency: Greenhonchos Solutions, Noida, India
Designer: Abhinav Garga
Brand Marketer: Abhishek Yadav

Action Audio technology works by using the data from a ball monitoring computer vision system that analyses key moments from the game and plays them with a 3d Sound design system which brings the game to life.

Tennis Australia and Monash University have successfully been able to integrate new technology in the sports broadcast. This will very well promote the ‘Live sports for all’ motive. Broadcasters will soon employ this technology in the broadcast of other sports as well.

Credits
Campaign name: She Is Heard
Media: Experiential, Out of Home, Integrated
Industry: Sports
Market: North America
Language: English
Agency: Miami Ad School & Humber College
Brand: Adidas
Art Director: Ted Pedro
Copywriter: Brenna O’Leary

This campaign is about:
Clio Awards, Integrated, Canada, Sports

Credits
Advertising School: Miami Ad School, Mexico City, Mexico City, Mexico
Art Director: Hanna Choi
Copywriter: Riya Dosani

This campaign is about:
Digital film, Mexico, Sports, Nike, Miami Ad School, Nike #GirlsDontDrop

Tags:
Cricket, Sports, Indian Cricket Team, India, Film, International Cricket Council, Tribute to MS Dhoni

Just as you can’t stop Naomi Osaka, Cristiano Ronaldo or Leo Baker. Sport unites us. Strengthens us. Keeps us pushing ahead. No matter what, we will always come back stronger, together.

Nike strives to bring innovation and inspiration to every athlete* in the world. (* If you have a body, you are an athlete.)

Narrated by Megan Rapinoe, the spot celebrates sport as a source of inspiration. Its action shares a dynamic split screen series detailing 36 pairings of athletes and relating the kinetic movement of one sport to another. Developed through research of more than 4,000 pieces of footage, the resulting montage underscores commonalities shared by athletes around the world.

Closed gyms and empty stadiums haven’t stopped athletes from pushing forward and using their platforms to help create change. Through those actions, sport shows us what an equal playing field looks like — and reminds us that a better future is possible.

Credits
Advertising Agency: W+K Portland, USA
Campaign: You Can’t Stop Us
Brand: Nike

Tags:
Film, United States, Fashion, Public Interest, NGO, Retail Services, Sports, Nike, Wieden+Kennedy

Hungry Man’s Richard Bullock directs an emotional story of displacement, disappointment, sheer determination and hope in full-length documentary feature ‘RUN’

Run. That’s what refugees do. Their race starts with the sound of a gun, not a starter pistol. They run from burning villages and away from danger. Now, a group of athletes are running for the right to represent the 71 million displaced people in the world today.

To mark Saturday’s World Refugee Day, On – the Swiss sportswear company – has launched and co-produced an epic documentary feature to commemorate the millions of forcibly displaced people worldwide.

The story follows the legendary Kenyan athlete, Tegla Loroupe, as she mentors a group of talented athlete refugees on their arduous road to the (now cancelled) 2020 Tokyo Games. The Athlete Refugee Team has been captured in an emotionally charged documentary feature, considered to be the first production of its kind. A shattered dream, with an unexpected twist.

Filmed over three years, across eight countries in three different continents – ‘RUN’ is a story of the unwavering human spirit, empowerment and fearless bravery by a group of athlete refugees from the Congo, Ethiopia, Somalia and South Sudan. These athletes have been running from tribal gangs and civil war since they were children. Over the years, they have suffered trauma on an unimaginable scale and trained barefoot on dust-filled roads or in their backyards as residents of the UN refugee camps.

The 90-minute film is a co-production between On – the Swiss sportswear company – the Tegla Loroupe Foundation and Hungry Man Productions and it will be released on World Refugee Day (June 20) to commemorate the millions of forcibly displaced people worldwide. The film is now available to watch now on athleterefugeeteam.com

The film is directed by Richard Bullock of Hungry Man Productions, who took the lead in telling the story as he saw it, heard it, and through the words of the athletes featured. Bullock is a writer/director whose long-form films have run on the National Geographic Channel, Eurosport and the BBC. Before focusing on directing full time, Bullock built up an award-winning legacy in advertising as former Executive Creative Director at 180 Amsterdam and working with leading agencies such as Chiat/Day/Mojo, Hunt Lascaris TBWA, Cliff Freeman & Partners and Lowe Howard Spink.

The film begins in 2017 and covers three years and the unprecedented hurdles – not least a global pandemic – as the athletes navigate seeking asylum while competing overseas.

The final chapter of this story (for now) has had COVID-19 to compete with. With their training camp closed, the team were sent back to refugee camps and forced to put their Olympic ambitions on hold. The final arc of the film was therefore directed by Richard Bullock from afar, with the athletes self-shooting on Skype and smartphones in Israel, Germany, Kenya and Switzerland.

Self-shooting aside, throughout the film’s three-year journey Bullock ensured the athletes were empowered and in control of their narratives.

Richard Bullock, the director, says: “Refugees get a lot of people talking for them, so I made a conscious effort to allow the audience to listen to the characters directly. The refugee athletes are all incredibly wise and thoughtful. From very early on, I tried to uncover how they were able to remain so hopeful and positive when the world had given them little reason to believe it was anything but violence and horror. I learnt an incredible amount about coping with difficulties and facing uncertainty from them. I think that’s the biggest takeaway – it’s not about running at all. It’s about resilience and overcoming hardship. If you’re ever faced with a mountain to climb, the words and actions of these athletes will resonate profoundly.”

The inspiring words of one athlete, in particular, stuck with the director. Gai Nyang told him: “I dream with my eyes open. I do my dreaming during the day and I always think and say to myself, there is still a chance to make something of this life.”

On has had a partnership with the Tegla Loroupe Peace Foundation (TLPF) since 2017, where 31 refugee athletes receive housing and training. The majority of athletes selected by World Athletics (IAAF) to represent the Athlete Refugee Team are from the Tegla Loroupe Peace Foundation.

Olivier Bernhard, the co-founder of On, says: “This story embodies the very essence of transcending sport and championing the human spirit. World Refugee Day and World Refugee Week is a time when humanitarians across the globe come together to celebrate life and support the victims who have been displaced. Their race began when they were six or seven years old, with the sound of a gun, not the starter pistol,” he adds. “Isolated from their families, these athletes are not just hopefuls for the Olympics, but refugees worldwide. For the chosen few who enter the Olympic stadium under the flag of no nation, their achievement will be unmatched by any other athlete. We are pleased their story, talent and spirit is being introduced and celebrated with our longest ever feature film, ‘RUN’. We consider this our gift to the Tegla Loroupe Peace Foundation and Athlete Refugee Team, paying homage to this special day. The human spirit knows no limits.”

Credits
Director: Richard Bullock
Executive Producers:Feliciano Robayna, Matt Buels, Bryan Buckley
Producers: Matt Buels, Jack Beardsley, Hannah Stone, Sarah MacNeil
Production Company: Hungry Man Productions
Cinematography: Jordan Maddocks, Theodore Tennant, Peter Eastgate, Luke Scully, Richard Bullock
Editors: Philip Horn, Lily Davis, Peter Barton
Post Production: The Editors, Sydney
Executive Post Producer: Nicoletta Rousianos
Post Production Supervisor: Alistair Pratten
Assistant Editors: Carly Anne Kenneally, Rikki-Li, ClarkGrace O’Connell, Anna Downie
Colourist: Christine Trodd
Film Identity: Sezay Altinok
Motion Design: Machines of Loving Grace
Designer: Brett McManus
Sound: Bonsta
Creative PR: Jessica Hartley, The Humblebrag

Over the years, Nike has perfected the craft of publishing inspirational content. As the brand itself says, “Nike strives to bring innovation and inspiration to every athlete in the world.” But, this statement isn’t what sets Nike apart from other brands advertising in similar domains. As exemplified in a recent campaign called ‘Play for the World’, Nike defines an athlete as anyone with a body. This simple yet inclusive definition is what draws people from all walks of life to Nike commercials.

‘Play for the World’ owes its conceptualisation to Wieden+Kennedy. It addresses how COVID-19 is affecting athletes across the globe. Humongous names like LeBron James, Sara Hughes, and Ramla Ali star in the campaign. However, it finds its gusto in the communal display of athletic feats that people are accomplishing indoors. The Black and White colour palette further connects viewers with the campaign’s emotional impact. All in all, ‘Play for the World’ celebrates the human pursuit of sports excellence. It addresses how athletes are still going hard despite staying indoors.

Consequently, we feel that ‘Play for the World’ is yet another home run for Nike. Furthermore, it is the kind of creative expression that the world needs at this moment.

Credits
Advertising Agency: Wieden + Kennedy, USA