Authentic stories of transformation through sport, brought to life in a global campaign.

Task: global campaign
Role: concept, creative direction, design

Laureus Sport for Good / Opponents

In matches and contests, games and meets, there are winners and there are losers. But sometimes in sport, everybody wins. When sport helps young people around the world overcome the challenges of entrenched poverty, cultural mysogyny, underfunded education and pervasive racial injustice, everybody wins.

In this award-winning global brand campaign, we highlighted Laureus' core mission of improving young people’s lives through the power of sport with a creative concept that showcased the purpose-driven work the organization has championed for over 20 years. Featuring five key Laureus programs from around the world, the campaign launched with a hero film at the organization’s World Sports Awards and continues across owned and earned social media channels.

Lost-Boyz, Chicago

IWDR, Munich

BoxGirls, Kenya

Peace Players, Brooklyn

Global Reach

5 Languages • 18 Films • 100 Countries • 1500 Assets • 350M Impressions
A robust digital and social storytelling toolkit was developed, with stills, animations and films in three different lengths, translated into 5 languages. This toolkit was applied on all digital and social channels and made available to all organizations, partners and athletes in the Laureus universe.

Authentic Stories

We embedded with 5 Laureus programs to document the personal, community and global impact of the Laureus Sport For Good mission.

Image 1

BoxGirls / Kenya
Boxing helps girls in Kenya gain the confidence to fight the stereo-types and sexism they face growing up on the streets of Nairobi. The girls continue their education, build strong communities, learn self-resilience and find role models that help them shape their path in life.

Image 2

PeacePlayers / Brooklyn
The Brooklyn Brownsville housing projects face tremendous poverty and gang violence. PeacePlayers uses the game of basketball to bridge the disadvantages of this environment by creating safe spaces for youth to connect with peers and develop leadership skills.

Image 3

Skateistan / Afghanistan
Skateistan provides girls in Afghanistan things they’ve never had access to before. Education and the opportunity to participate in sport. The participants use skateboarding to overcome discrimination, disadvantage and poverty all within the confines of a safe environment.

Image 4

Ich Will Da Rauf! / Munich
IWDR does much more than help kids learn the sport of climbing. By teaching kids of all abilities how to work together to get to the top of a wall, they bring kids together and help them overcome exclusion and disadvantage.

Image 5

LostBoyz / Chicago
For kids exposed to gang violence, Lost Boyz provides hope through sports-based development programs in Chicago’s under-resourced neighborhoods, helping the most vulnerable to build self-confidence, resilience, and life skills that will help them realize their fullest potential.

Don't be shy.

If you like this kind of thing, have some more.

Leaps by Bayer
lululemon
Amyris
×