#MakeSportsFun – Sun & Sands Sports
Rekindling the love for sports.
With a hashtag that started a movement.
70% of all kids aged between 7 and 14 are “retiring” from sports early. That's a fact.
It's mainly because of the stress and pressure that comes with competitive playing, causing kids to drop the games they sacrificed so much for, and at one stage, were something they truly loved.
Sport was fun while it lasted.
So we created a movement to bring the fun back in sports.
#MakeSportsFun
A campaign launched by the Middle Eat's largest sports retailer to inspire the youth to let loose and play their way.
We started the conversation across social media with a Provoke film.
A mom comparing her kid to a turtle. A coach yelling at his students. These provoke films made the problem visible and shareable – with the help of some major publications in the Middle East like Virgin Radio, and Lovin’ Dubai.
The comments weren't surprising.
Once we got the public's attention, we launch our main film.
A fun, youthful film that triggers change in our approach to sports.
+ some short content.
Created with quick cuts of kids preparing for action, leading the viewer to believe they're about to engage in some serious competition. Only to reveal kids having fun with sports.
