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Gender Inequality Marked Out On Sports Courts

ESPN World have used stand out  sports courts to make gender inequality in sports visible.  Real tennis courts and football pitches in Brazil were painted in pink and blue, with the blue spaces indicating how much pay and media coverage were given to male sporting athletes, as opposed to the females, shown in pink.
espn sports inequality campaign
 
espn sports inequality campaign
Via: Guerilla Blog

Leo Messi Guerilla Projection Mapping Runs Through Barcelona

Leo Messi is back in Barcelona sporting his new adizero f50 Messi boots. Adidas recently did some guerilla projection mapping in Barcelona to help spread awareness of the new boot.
The projection mapping animations were displayed in various parts of Barcelona and hopes to capture what playing the Messi way really means and help celebrate his unique affinity with the city he loves.
Projection mapping, also known as video mapping and spatial augmented reality, is a projection technology used to turn objects, often irregularly shaped, into a display surface for video projection. These objects may be complex industrial landscapes, such as buildings. Adidas did a wonderful job taking to the streets and executing on this guerrilla projection mapping campaign.
Video Below:
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Via: Creative Guerrilla Marketing

Ocean and Team GB Inspire the Country to Believe in Extraordinary

Ocean is inviting bids for the Team GB dream jar, part of a unique art installation developed by Entertainment One, VisitLondon and The Roald Dahl Literary Estate to celebrate the release of the fantasy adventure, The BFG.
The art project features a trail of 50 individually designed dream jars located across different parts of the UK. All of them will be auctioned to raise money for Save the Children.
As Team GB’s exclusive out of home media provider, Ocean is working with to connect the nation around the team’s “Believe in extraordinary” motto as the Olympic Games play out in Rio.
Team GB’s BFG dream jar is located in London’s Trafalgar Square. It is designed to represent the childhood dreams of Team GB athletes, giving Londoners and visitors a glimpse of those individual aspirations as they turn to reality in Brazil.
So far the dream jar has collected six medals, with that tally set to rise as Britain’s track and field athletes prepare for their events. Every glorious moment in Rio is celebrated by adding medals to the Team GB and Ocean dream jar.
All 50 jars featured in The BFG art installation will be auctioned in support of the valuable work that Save the Children does in giving children across the world a chance to dream big.
You can bid for Team GB’s dream jar by visitingwww.paddle8.com/bfg
The auction closes on August 31st.
Via: Ocean Outdoor

OOH Getting Behind Team GB

On Sunday night billions of people around the world watched the Olympic Closing Ceremony, a sporting competition that continuously delights, entertains and brings the world together.
International Olympic Committee chief Thomas Bach summed up the Rio Olympics perfectly when he said, “These were a marvellous Olympics, in a marvellous city. Over the last 16 days a united Brazil inspired the world, in difficult times for all of us, with its irresistible joy for life.”
In the UK, reflecting on the past few weeks of sporting gold, team GB brought in the highest medal tally at an overseas Olympics – 27 gold medals and a massive 67 medals in total.
Since the London 2012 Olympics, there has been a vast change in communications around the Olympics. More people are now able to catch the coverage as live streaming options have become more advanced, allowing people to tune into special moments across a range of devices when they’re on-the-go.
As for out-of-home, new technology has transformed OOH into an increasingly dynamic, adaptive, innovative and interactive medium that has allowed advertisers to deliver dynamic real-time advertising messages at the same time the audiences are cheering a win. Truly relevant, in the moment messages.
Stand out OOH campaigns for us this year include real-time medal tally posting and up-to-date highlights. Some of the top OOH Olympic Campaigns this year were:
Camelot’s “I am Team GB” Campaign
This campaign, planned and bought by Posterscope, cleverly kept people in the know when out-of-home about the latest Olympics medal count.
The National Lottery is the largest funder of Great Britain’s athletes, supporting over 1,300 athletes across 40 Olympic and Paralympic sports. Therefore the “I am Team GB” integrated campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
The Dynamic campaign ran during the AM Commuter slot each day to keep commuters informed with the latest medal wins of the previous day and night during the Olympics and will continue during the Paralympics.
Notable and unexpected medal winners were ‘hero-ed’ each day and during days with no new medal wins – the copy referenced Team GB’s overall medal tally.
Camelot was the most talked about British sponsor on Twitter as a result of the overall campaign activity.
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The Olympics Played Out Across DOOH Screens for the First Time
As an official Olympics Media Provider, Ocean launched its Rio 2016 sports coverage across full motion city and roadside out-of-home screens, with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean scheduled the playout of full motion broadcast coverage of the Games in six minute slots that lasted for 11 hours every day. The short films were also supported by content from Team GB’s Instagram feed.
The sixteen days of coverage featured across 98 screens in seven UK cities. Film vignettes were supported by content from Olympics sponsors including Omega, DFS and Strongbow.
Accompanying exclusive media content was supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.

(Image credit: Ocean Outdoor)
MKTG work with Team GB sponsors Fitness First
Fan zones were erected around London with big screens which streamed live Olympics coverage. As part of MKTG’s sponsorship plan for Fitness First the Fan Zones supported gym sponsorship and Team GB classes. Fitness first, an official Team GB sponsor, provided an actionable chance for people to use a Fitness First gym for free for three days, while they were being inspired by the Olympic action on screen.
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Strongbow the official Cider brand of Team GB
As the official cider sponsors of the Rio Olympics, Strongbow kicked off a six week campaign, ‘Let’s Own It’ on 14 July with a 30-second TV spot that highlighted ‘the tension, excitement and elation of cheering on Team GB’.
As people spend 70% of their time OOH (Target Group Index, 2015), it was a natural fit to include out-of-home advertising in the media plan that ignited the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.
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Samsung: using data to connect with Olympic Fans
Using Olympic themed creative, Samsung invested in high impact and high frequency driving formats in locations with product audience rich environments which were the highest indexing against their core audience.
During the morning commute when the OOH advertising was aired, placement was focused in areas where TV viewing was lightest against Samsung’s audience, to ensure minimum wastage and maximum visibility for the Olympic themed creative.
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JCDecaux dedicate a network of screens for a public channel
In the wake of a recent editorial partnership between JCDecaux and The Press Association during the UEFA Euro 2016 tournament, where people were updated on the latest news and live scores on DOOH screens, JCDecaux and the PA partnered again during the Olympics to bring the latest headlines and medal tables from Rio.
The news and updates, curated by the team at PA, included the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content was broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.

(photo credit JCDecaux)
And some overseas campaigns:
Dove #MyBeautyMySay
Although not an official Olympic sponsor, Dove sparked conversation in the US around the portrayal of female athletes with their #MyBeautyMySay campaign. Their OOH ads broadcast sexist comments made by media outlets about female athletes. In the creative execution, initially the comments appear on images of women playing sports, but gradually the athletes in the billboard disappear to emphasise that these women haven’t been seen in their own right as athletes.
Live Stream of Team NL
The Netherlands also had a live stream of their Team NL achievements. Ngage Media streamed Olympic achievements on Train Station DOOH. Meanwhile JCDecaux displayed live medal tallies in Amsterdam, Rotterdam and Utrecht city centres.

JCDecaux Show Rio 2016 News on DOOH

JCDecaux and PA (the Press Association) have teamed up to bring the public the latest headlines and medals’ tables from Rio 2016.  Powered by live data from PA, the updates are delivered dynamically to digital screens in rail, retail and roadside environments across the UK. This follows the success of a recent editorial partnership around the UEFA Euro 2016 tournament that kept fans updated with news and live scores across JCDecaux’s digital network.
JCDecaux is bringing the public a selection of stories pictures and stats covering the sports and leading athletes. The news and updates, curated by the team at PA, includes the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content is broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.
Ashley Broadley, Sports Editor at the Press Association, said: “The Rio Olympics is creating some of the biggest talking points in the sporting calendar, and PA have a front seat for all the action. We cover the Games from every angle – from the biggest headlines and what’s trending on social media, to all the data related to participating teams and athletes – and worked closely with JCDecaux to tailor the information to their individual requirements.”
Alex Matthews, Managing Director of JCDecaux Dynamic said: “As we saw during the Euros and the World Cup, Outdoor plays a key part in celebrating big international events. Four years on from London 2012, our screens have become a national digital network, powered by live data, delivering dynamic content via our SmartContent platform. This partnership with PA means we can bring the excitement of Rio to people commuting, socialising and shopping, reaching over 52% of the population with the latest news from the Games and Team GB.” 
Locations where the editorial is shown includes leading shopping malls and major rail hubs UK-wide.
Via: JCDecaux 

Olympics 2016 Play Out Across DOOH Screens for the First Time

Ocean has launched its Rio 2016 sports coverage across its full motion city and roadside out of home screens with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean has scheduled the playout of full motion broadcast coverage in exclusive six minute slots 11 hours every day as the Games play out. The short films are supported by content from Team GB’s Instagram feed.
Sixteen days of coverage of will feature across 98 screens in seven UK cities including The Loop, Signature Outdoor’s city centre network and key full motion retail locations in The Grid, the UK’s first full motion city centre large format network. The film vignettes are supported by content from Olympics sponsors including Omega, DFS and Strongbow.

Ocean CEO Tim Bleakley said: “Working with Team GB and being recognised as a live streaming platform is a milestone moment for Ocean and digital out of home. Exclusive content from the Olympics in such high impact environments with full broadcast capabilities transforms the way brands are using our medium to reach wider audiences.”
Team GB is hoping for another strong performance from its squad at Rio 2016. Every medal win, starting with the first Gold Medal for 21-year-old swimmer Adam Peaty, is relayed as it happens across the Ocean portfolio.

Ocean’s large format screens are turning either bronze, silver or gold as the medal tally rises. Accompanying exclusive media content is supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.
Via: Ocean 

Camelot's "I am Team GB" Campaign Promotes Latest Medal Wins

The National Lottery’s  “I am Team GB” campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
TNL is largest funder of Great Britain’s athletes, supporting over 1,300 of them across 40 Olympic and Paralympic sports. That helps them focus on their sport full time and receive world class coaching, facilities and equipment. By playing you’ve helped propel Team GB from winning just one gold medal at the 1996 Olympics to finishing third in the medal table in 2012 with 29 gold medals – so all players are an important part of Team GB!
The Dynamic campaign runs during the AM Commuter slot each day across National Rail (D6s & Transvision) & Roadside (Primetime LEDs & Iconic Roadside) to respond to the previous day/nights results during the Olympics &  Paralympics. During the weekend the hours display extends to 4pm with M-Vision & D6s within Malls running. Notable/surprise athletes will be heroed each day should there be a medal win. In the days where there are no medal winners to update – the copy will reference the number of medals Team GB have currently won.

BMW Bring Their Rugby Partnership To Light With Outdoor

Under the guidance of media agency Vizeum and Outdoor specialists Posterscope, BMW have strategically planned the Outdoor arm of their campaign around the upcoming matches across the country with creative flexibility in response to the match times and results. This Outdoor element fits into a greater strategy engaged by BMW and celebrates their continued affiliation and sponsorship of The Wallabies.
The campaign has engaged multiple Outdoor formats including static and digital billboards as well as airport media, namely APN Outdoor’s LUX Collection, Elite Screens and Sydney Airport Lightboxes.
These assets have been selected to impact rugby fans and general consumers on the go throughout the Rugby season, with specific activity focused around the three-Test series in June, throughout the Bledisloe Cup and the Rugby Championship later this year in September.
“Working with APN Outdoor, we have the opportunity to target Wallabies supporters on their way to and from matches. We can change the message dynamically and alter the messaging from city to city. It helps us to ensure we are delivering relevant messaging to our core audience” said Stuart Jaffray, BMW Australia’s general manager – marketing.
APN Outdoor is Australia and New Zealand’s most progressive Outdoor advertising company; leaders in the Digital Billboard, Billboard, Transit, Rail and Airport advertising categories. Whilst dominating traditional outdoor formats, the company also maintains particular focus on growing and developing their digital portfolio, establishing APN Outdoor as the unrivaled leaders in this space.
Via: B and T

JCDecaux Beams Live Football News to Fans UK-wide Via its New SmartCONTENT Platform

JCDecaux has teamed up with the Press Association (PA), to bring UEFA Euro 2016 live scores and news coverage to consumers nationwide, powered by live data and delivered dynamically. Running across JCDecaux’s digital editorial channel, the live updates will kick-off on June 10 across rail, roadside and retail screens, bringing Outdoor audiences the latest action from the tournament.
Throughout the Euros, JCDecaux’s SmartCONTENT system will use data-feeds from PA to automatically update creatives featuring football scores, fixtures, group tables and goalscorers. PA will also curate a daily Euros editorial stream, serving pictures and features straight to digital screens.
Alex Matthews from JCDecaux Dynamic said, “This is a special year for the home nations and so the timing was perfect to team up with PA to bring dynamic, football editorial to our national channel, creating an engaging experience for fans when they are out and about. This is part of our ‘dynamic by default’ strategy, to encourage brands to use Outdoor to its full potential – including the use of custom data feeds, social media moderation andeven self-publishing via our SmartCONTENTplatform.”
Pete Clifton, Editor-in-Chief at PA said, “This is an excellent showcase for the range of content we produce on a daily basis. We’ve worked closely with JCDecaux to create a package that will ensure that fans don’t miss any of the action from the Euro 2016 tournament.”
The Euros football editorial follows last month’s Shakespearean weather campaign that brought localised weather forecasts and relevant quotes to JCDecaux’s digital channel.

Adidas Unveils Future House Pop-up

Adidas Originals celebrated the launch of its Future House space in London’s Shoreditch, with a live music gig within the building last Thursday night (17 March).
Joey Bada$$, Annie Mac, Wretch32 & Avelino and Snakehips delivered live performances on the night, meanwhile Manny Norte, Monki and Lily Mercer entertained the crowd with live DJ sets.
The space will host live music acts and workshops throughout its six-day tenure, during both the day and night.
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Each day will welcome a new new theme. The 18th March saw  the ‘under the rader’ concept come to the fore, the 19th March focused on the idea that ‘past empowers future’, attendees were invited to ‘follow their own path’ on Sunday 20th March, and the final two days will address the theme of ‘your future is not mine.’
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Described as the next phase of NMD London, Future House aims to inspire attendees, celebrate emerging creative talent and encourage people to champion their own individuality.
Adidas recently landed its The X training space, created by agency PsLIVE within London’s Victoria Park. The x-shaped structure hosted fitness classes, Q&A sessions and smoothie making workshops.
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Via: Event Magazine