Brief: Create a campaign that gets people excited about exercise.
Insight: When we exercise we want to feel like sport stars- that even our smallest efforts are significant and worth celebrating.
Short term: Motion sensitive billboards.
Sports stars need fans! These motion sensitive billboards provide an enthusiastic cheering crowd for joggers, cyclists and pedestrians. The speed at which someone passes the billboard is measured- the faster they move the bigger the crowd's reaction.
Long term: Community leagues
Everyone is invited to compete in a local ‘league’ made up of existing community groups. The groups are given a score based on the percentage of their members reaching their personal exercise targets, with the winning team receiving sports equipment or funding.
