As the Winter Olympics got underway in early February, Canada’s Paralympic Association launched a provocative Sochi Paralympic Winter Games marketing campaign based on the theme ‘It’s not what’s missing, it’s what’s there’. The objective of this bold approach is to compel Canadian sports fans and Winter Games viewers to beyond the disabilities of Paralympic… Continue reading Paralympics Canada Letter Box TVC Fronts #WhatsThere
Tag: Athlete Ambassadors
Nike#PlayRussian Ambushes Sochi 2014 Winter Olympics
Nike has fired the first salvo in the Sochi 2014 Winter Olympic sports brand marketing war with the release of its seasonal, winter sports campaign in support of Russians who ‘embrace winter as their playground’ and challenges the viewer to #playrussian. Nike, a non-Olympic sponsor who many will see as ambushing official IOC partner… Continue reading Nike#PlayRussian Ambushes Sochi 2014 Winter Olympics
Nike’s Brazil Shirt Launch Starts World Cup Kit Fight
Late November saw Nike kick off its 2014 World Cup Brazilian national team activation with its ‘Dare To Be Brazilian’ campaign and new national team shirt launch. The initial ‘Dare to be Brazilian / Ouse Ser Brasileiro’ work, created by agency Wieden+Kennedy, is fronted by five of the Brazilian side’s star players: Neymar, Thiago… Continue reading Nike’s Brazil Shirt Launch Starts World Cup Kit Fight
NBA’s ‘Jingle Hoops’ Festive Uniform Music Video
At Activative we aren’t usually big fans of festive promotions in November, but we are making an exception for the NBA’s new ‘Jingle Bells’ online video. The league is sharing its holiday spirit through an ad that features a performance of Jingle Bells played by a set of NBA stars shooting baskets through five… Continue reading NBA’s ‘Jingle Hoops’ Festive Uniform Music Video
Online Films Lead Canada’s P&G Sochi ‘Thank You Mum’
As the 2014 Sochi Winter Olympic Games edge ever closer, the next market to see a revival of P&G’s Olympic ‘Thank You Mum’ campaign is Canada – where early creative is led by Deborah Westlake (mother of Canadian ice sledge hockey player Gregory Westlake). This first new piece of Canadian creative for the new… Continue reading Online Films Lead Canada’s P&G Sochi ‘Thank You Mum’
BMW ‘Challenge Springboks’ Fast/Strong Fan Experience
BMW’s ‘Springboks Challenge’, an in-stadium ‘speed’ and ‘strength’ experience aiming to bring alive BMW’s performance attributes through its position as the official vehicle supplier to the South African Rugby Union. The objective is to reinforce the German car brand’s ‘Ultimate Performance in Every Move’ message in an innovative way and thus the campaign was… Continue reading BMW ‘Challenge Springboks’ Fast/Strong Fan Experience
Adidas ‘Boost’ Launch Spans Star Events & Local Runs
After a few weeks of traditional and PR and digital hype (including this online teaser film…) Adidas launched its new Boost premium running brand on 13 February with a glitzy New York launch event starring heavyweight athlete brand ambassadors Yohan Blake and Haile Gebrselassie. Both Jamaican Blake (the 100-metre world champ and… Continue reading Adidas ‘Boost’ Launch Spans Star Events & Local Runs
