Posts

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:
[youtube width=”300px” height=”200px”]JnroRs03jSc[/youtube]
Via: Creative Guerrilla Marketing

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.
camelot
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.
fanzone fitnessfirst
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.
Strongbow_180716_BoroughHighStreet_London
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.
samsung
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.

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

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.
AnnieMacatadidasOriginalsFutureHouselaunch(2)
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.’
adidasOriginalsFutureHousespace(4)
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.
adidasOriginalsFutureHousespace(2)
Via: Event Magazine 

Adidas' The X training Experience in London

Adidas has opened a pop-up workout space in Victoria Park in East London called the X.

The X-shaped tent stands in the centre of the East London park and is open for 10 days from 18 February, offering different kinds of training to women of all fitness and abiility levels.

Adidas will also be offering runs, fitness classes, Q&A sessions with brand experts, nutrition advice and supper clubs. Victoria Park’s running track will also be lit up for late-night events.

The idea is to push Adidas’ new running shoe for women, the PureBoost X, and bolster the brand’s standing with female athletics. The brand recently hired the former chief executive of Lululemon, Chrstine Day, as an adviser to its womenswear division.

It’s also championing female athletes in its latest campaign, ‘I’m here to create’.

To find out more about whats going on click here.

Planned by psLIVE and Carat.

Via: Marketing Magazine

Russian Olympic Committee Creates a Social Heat Lamp That Shares the Warmth

What’s one way to get warm during the winter? By participating in this fun social heat lamp!
The Russian Olympic Committee partnered with MOST Creative Club and placed 10 of these unique heating lamps throughout Russia and challenged people to walk up and be active. When a person decided to take the challenge, they are directed to do various activities such as jogging in place. Once completed, it provides warmth at another heating lamp in Russia, passing heat to complete strangers. The lamp also takes a photo of the participant and sends it to the stranger who receives the warms, putting a very fun social spin on it!
russia3
 
russia2
Video here:
[youtube width=”300px” height=”200px”]VfWbXdsqztk[/youtube]
Via: Creative Guerrilla Marketing

Shell and Pelé Reveal First Soccer Pitch Powered by Players

Shell has refurbished the run-down community football pitch in Morro da Mineira, a Rio de Janeiro favela, with a first-of-its-kind innovative energy solution. Shell has used the technology of a Shell LiveWIRE winner, laying special tiles under the pitch surface to capture the energy generated by football players’ movement. This energy is then stored and combined with the power generated by solar panels next to the pitch to convert into renewable electricity for the pitch’s new floodlights. This gives everyone in the favela, and especially the youngsters, a safe and secure community space at night.
[youtube width=”300px” height=”200px”]pLaToJGyxaA[/youtube]
Via: Shell

Tfl and ESPN FC to Display World Cup Updates on London Underground

Transport for London (Tfl) has partnered with ESPN’s football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup – marking the first time the transport body has signed a commercial partnership.
The partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances.
As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week.
Via: The Drum