Slav Slavov
Account Executive at We Are Pi
Amsterdam, 荷兰
标题Wherever You Take Training - Foysol Miah
广告公司
广告战役 Wherever You Take Training
广告主 Intersport
品牌 Intersport
首次发布日期
行业领域 杂货店、专卖店
哲学 INTERSPORT, the world's leading sports retailer, launches ​“Wherever You Take Training”​, the first chapter of a multi-category brand platform to reinforce the brand’s essential place at the beating heart of local sport. With revenue now topping twelve billion euros, INTERSPORT’s new brand-led growth plan comes as the broader retail industry is undergoing radical change driven by evolving consumer behaviour, digital transformation and competition from larger online players. “Wherever You take Training” ​is the first work to launch after Amsterdam-based creative agency WE ARE Pi won the global INTERSPORT AOR account in early 2019. WE ARE Pi has spent the last year working with the newly formed INTERSPORT global marketing team to develop a global brand strategy and multi-category brand platform. The new brand platform,​ “Heart of Sport”,​ tells real stories from local communities. It reminds people that wherever they take sport, INTERSPORT has the products, advice and enthusiasm to help them get there. WE ARE Pi’s first act was to conduct INTERSPORT’s most comprehensive piece of international consumer research to date, with over 1,600 customers in the UK, Germany and France. The key finding: Everyone needs a place in sport. The research reveals an unfortunate truth; 66% of people say they still haven’t found their place in sport, with 88% saying that they don’t see themselves as athletes. Where, how and with whom people do sport is key to getting the most out their chosen activity, from an emotional, physical and psychological point of view. From your team or training buddy, to the terrain you’re on and the equipment you use - each ingredient helps build confidence and pride, giving you more enjoyment and getting you closer to your goal(s), whatever they might be. By building on its closeness to local sport communities, INTERSPORT is investing in seasonal brand storytelling to connect emotionally and physically to its customers, however they interact with sport. Launching mid-January, the first two chapters of ​“Wherever You take Training” t​ ake viewers on a fascinating journey through some of the most unique and interesting communities in sport. From the stereotype-busting presence of Scotland’s strongest woman Emma-Jane Smith, to inner city London community champion Foysol Miah, training kids at the ​Steel Warriors gym​ made from upcycled melted down knives. Coming out in February, the third and fourth chapters tell the story of two German runners who are taking the sport to unexpected levels and locations. Further iterations of ​“Heart of Sport” ​will come out in the summer. WE ARE Pi produced the films with Berlin-based director duo ‘I AM HERE’, creating an elevated and stylised world thanks to strong visual techniques, mixing archive footage from each character’s life paired with visual effects, editorial, analog stills and graphics.
媒体类别 互动
长度
Marketing General Manager
Marketing Services Senior Manager
Chief Executive Officer (CEO)
执行创意总监
执行创意总监
创意总监
创意总监
Lead Design
设计师
设计师
Director of Strategy
Strategist
Managing Director
Business Director
Senior Account Manager
客户主管
Senior Producer
Research Producer
Senior Production Director
Director of Business Affairs
Business Affairs Manager
制作公司
Director
摄影指导
执行制片
制片
制作经理
Camera Assistant
Camera Assistant
音效
音效
Hair and Makeup
Hair and Makeup
摄影师
Talent/Actors
Talent/Actors
剪辑师
剪辑师
音乐作曲家
Colorist
着色
音频后期制作
Sound Designer
Graphic Designer

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