Witness the Fitness: 5 campaigns with sport at their core

The new Entertainment Lions for Sport celebrate creativity that taps into fan culture and leverages the power of sports and eSports in connecting people to brands. To mark the launch of the new Lion, we've picked out five winning campaigns with sport at their heart.

Breaking2 by National Geographic and Dirty Robber for Nike

Breaking2 is a 55-minute documentary produced by National Geographic Studios in association with Dirty Robber and in partnership with Nike. The film tells the journey of three world-class runners as they attempt to run a marathon in under two hours. Bringing humanity and personal voice to the enormity of this moonshot moment and incredible athletic pursuit, the film highlights the selection of runners, the identification of ideal marathon conditions, and the creation of a running shoe that can make it all possible — all while channeling the main characters as a source of personal inspiration.

A Gold winning campaign from 2018

Pride Jersey by TBWA\HAKUHODO for AIG

AIG is committed to creating a corporate culture that is welcoming and open to the LGBTQ community, while also offering insurance products and services to meet the needs of the community. However, cultural norms in Japan make it difficult, for both members of the LGBTQ community to come out, and also for “allies” of the community to express their support. Allies will still find it hard to openly declare their support, as “standing out from the crowd” is frowned upon. We understood that what we needed was a system and cultural climate that would make it easier for LGBTQ allies to openly express their support and friendship.

A Silver Lion winner from 2018

Adidas X Parley - From Threat Into Thread by adidas for adidas

The problem is very simple. The volume of plastic in the oceans is increasing at such a rate that we will quickly face the prospect of the oceans failing. With every second breath we take coming from the oceans that means the planet faces a huge, life threatening, issue. In 2015, at the UN headquarters, adidas and Parley showcased the first prototype product designed to invent our way out of the problem.

Come 2017, adidas was ready to turn the initial concept into mass production performance products and with that, they had the opportunity to begin to educate the world – from consumers to media and major businesses. Using their biggest shoe franchise, the UltraBOOST, and two globally renowned partner clubs in Bayern Munich and Real Madrid, adidas created a campaign that captured the world’s attention, informed people of the issue and started the process of cleaning up the oceans.

A shortlisted campaign from 2018

The Hacking Jersey by Houdini for Cristal

The Peruvian football team was going to play their most important match of the last 36 years in New Zealand. A match that would define its qualification to the 2018 World Cup. It was the perfect opportunity for Cristal, the sponsoring beer of the Peruvian national team, to reafirm its commitment with its claim "Better together". The biggest challenge was to make the team feel at home while being 10,588 km away and with 36,000 New Zealander fans cheering for their team.

A Bronze winning campaign from 2018

FIFA 18 More Than A Game by adam&eveDDB for EA Sports

FIFA is one of the most popular computer games in the world. Already known to football fans across the globe, to expand FIFA’s reach further, adam&eveDDB needed to attract casual gamers – those who only buy games their friends, family and idols talk about. Therefore, the only way to convince these people to buy the new FIFA18 game was to make it the hottest topic in the social groups and newsfeeds of our audience.

A Gold Lion winner from 2018

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