Bimbo owned chocolate milk brand Pingüinos promoted and energised interest around its cartoon packaged drink in its home market of Colombia through a swimming and soccer sports-themed campaign called ‘The Important Thing Is Inside’ which challenged outdated social norms. Conceived and created by Colombian agency Fantàstica, the campaign’s two anchor spots are titled ‘Empowerment’… Continue reading Colombian Chocolate Milk Brand Pingüinos Challenges Outdated Social Norms In Sports-Themed ‘The Important Thing Is Inside’
Tag: Swimming
Nike & Prince-Fraser ‘Fear Of / Deep Is The Water’ Flags Barriers Stopping Black Community Swimming
Nike Swimm linked with artist Tayler Prince-Fraser for a UK based initiative – based around a short film and a photography exhibition – exploring the socio-cultural barriers which stop many black people from swimming in a bid to help stop swimming pool discrimination and bring an end to the stigma. The campaign revolved around… Continue reading Nike & Prince-Fraser ‘Fear Of / Deep Is The Water’ Flags Barriers Stopping Black Community Swimming
Lacoste Campaign Promotes New Collection With Paralympic Swimmer Théo Curin
French athleisure brand Lacoste launched a campaign at the start of April to promote its new signature collection with Paralympic swimmer Théo Curin. The tie-up is based around the idea inspiration and attention to detail. The brand and the athlete both agree that many success stories start from humble origins and are a result… Continue reading Lacoste Campaign Promotes New Collection With Paralympic Swimmer Théo Curin
Powerade ‘Pause Is Power’ Global Campaign Challenges Sport’s ‘Win At All Costs’ Mindset
Sports drink Powerade launched an integrated, international campaign in early March celebrating ‘The Power Of The Pause’ and prioritising wellbeing over winning. The Coca-Cola Company brand’s new ‘Pause is Power’ global communications platform seeks to challenge the ‘win at all costs’ mentality so often associated with contemporary sports culture by portraying ‘pauses’ – moments of… Continue reading Powerade ‘Pause Is Power’ Global Campaign Challenges Sport’s ‘Win At All Costs’ Mindset
Wahl’s Comic ‘Second By A Hair’ Spot Stars Aussie Olympic Swimming Champion Kyle Chalmers
Late October saw grooming brand Wahl roll out an Australian campaign fronted by athlete ambassador and Olympic swimming champion star Kyle Chalmers. The comic campaign sees the 23-year-old Chambers sees the funny side of agonisingly missing out on a gold medal at the Tokyo Olympic Games by just 0.06 seconds and it is led… Continue reading Wahl’s Comic ‘Second By A Hair’ Spot Stars Aussie Olympic Swimming Champion Kyle Chalmers
Chardard Fronts Lacoste’s ‘The 9th Lane Project’ Swimming Race Between Olympians & Paralympians
Sportswear and fashion retailer Lacoste leverage the Paralympics by bringing together Olympic and Paralympic athletes for a unique race in an exceptional setting for its ‘The 9th Lane Project’ which saw French Para swimmer Laurent Chardard take on eight Olympic swimmers. The campaign, created by agency BETC for the French company founded in 1933… Continue reading Chardard Fronts Lacoste’s ‘The 9th Lane Project’ Swimming Race Between Olympians & Paralympians
Adidas Builds ‘Beyond The Surface’ Liquid Billboard In Dubai Promoting Inclusive Swimwear Range
An innovative strand of Adidas’ ‘Beyond The Surface’ campaign backing its commitment to more inclusive swimming and promoting its latest swimwear range for all athletes everywhere saw the German-headquartered sportswear giant build a world-first liquid billboard on the beach in Dubai. This immersive, swimmable out-of-home initiative, created by agency Havas Middle East, is essentially… Continue reading Adidas Builds ‘Beyond The Surface’ Liquid Billboard In Dubai Promoting Inclusive Swimwear Range
‘Beyond The Surface’ Sees Adidas Reinforce Inclusivity With First Full Cover Swimwear Range
Adidas Women teamed up with creative agency Havas Middle East to launch ‘Beyond The Surface’: a campaign celebrating the power of water and its ability to accept every type of sportsperson and promoting the sportswear giant’s first ever full cover swimwear collection. The campaign for adidas’ first ‘Full-Cover Swimwear Collection’ celebrates how water accepts… Continue reading ‘Beyond The Surface’ Sees Adidas Reinforce Inclusivity With First Full Cover Swimwear Range
This Is Me – SK-II (P&G) & Tokyo 2020 (IOC)
IOC Worldwide partner P&G’s Japanese-based beauty brand SK-II activated around the pandemic-delayed Tokyo 2020 Olympics through a social-first campaign targeting young Japanese women and fronted by swimmer and athlete ambassador Rikako Ikee which followed her battle back against leukemia to tell an authentic, raw story about overcoming challenges and provide inspiration during the challenges of… Continue reading This Is Me – SK-II (P&G) & Tokyo 2020 (IOC)
Bedding Brand Snooze’s Sports Star Influencer BedGear Campaign Targets Athletes & Fans
A late February influencer campaign from bedding specialist Snooze, developed in harness with Publicis Sport & Entertainment, promotes its BEDGEAR product range and is fronted by a set of spots starring Olympic swimming champion Kyle Chalmers and AFLW star Abbey Holmes. The video-led content, which spans social media and runs on AthletesVoice network (a… Continue reading Bedding Brand Snooze’s Sports Star Influencer BedGear Campaign Targets Athletes & Fans
Samsung/Cheil Spanish Paralympic Committee Partnership Develops ‘Blind Cap’ For Para-Swimmers
As part of its sponsorship of the Spanish Paralympic Committee, Samsung Electronics in tandem with partner agency Cheil Spain have created a hi-tech swimming cap to aid blind para-swimmers. The revolutionary ‘Blind Caps’ are fitted with Bluetooth technology and vibrating sensors which enable coaches to remotely alert visually impaired and blind swimmers when they… Continue reading Samsung/Cheil Spanish Paralympic Committee Partnership Develops ‘Blind Cap’ For Para-Swimmers
Under Armour’s Powerful Michael Phelps Olympics Training Film Expands Ongoing ‘Rule Yourself’ Campaign
On 8 March at the company’s headquarters in Baltimore Under Armour first debuted the newest short film from its ongoing ‘Rule Yourself’ campaign in the form of video focusing on World and Olympic champion swimmer Michael Phelps and his all-consuming training programme. Built around the core concept of ‘J.O.M.O.’ (Joy Of Missing Out), the… Continue reading Under Armour’s Powerful Michael Phelps Olympics Training Film Expands Ongoing ‘Rule Yourself’ Campaign
