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STRATEGY
CONTEXT
Today’s children are set to live shorter lives than their parents. ¹
This is literally the future of human movement but nobody is tackling it to a high enough standard.
PROBLEM
Coaches often coach the sport, while they should be coaching the child. ²
Most coaches are driven by their passion for sport - in particular those who coach kids. But the lack of supporting resources leaves them with a sense of insecurity and eagerness for mentorship. As a result they narrowly focus on hard skills like technique development, struggling to provide the environment kids need.
OBJECTIVE
Launch a program that brings back kid's confidence in sport
by helping coaches create a simulating space for kids. From a competitive, skill-developing mindset, To a stimulating and playful approach, where the goal is the journey itself.
INSIGHT
Playfulness is an attitude that makes learning new stuff fun. ³
Source:
¹ The Times UK “Today’s children set to live shorter lives than parents” September 2018
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CREATIVITY
Play Starts With You, a series of weekly digital contents designed to spark your inner playfulness,
play guides with Emma, a professional kid culture expert. An opportunity for adults to reconnect with their playful sides. Getting away from the screens and move. Not just a chance for kids to reconnect with sport. It’s also a way that adults can find a middle ground with their kids.
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RESULTS
2MM Impressions
0.75% CTR
776K New Registers in Nike.com App
+456% Nike.com Web Engagement (Comments)
55% Live Engagement Rate (Comments and Likes)
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CREDITS
Year. 2020.
Agency. Media.monks Amsterdam.
Strategy Lead. Alejandro Walker.Head of Strategy. Emily Veraart.
Creative Director. Tom De Jong.
Art Director. Carol Huei.
