The campaign is designed to encourage more play in the world. Championing internet 'idiot' influencers we aimed to give viewers a glimpse of the real people behind some of the internet's most hilariously stupid videos. The influencers were real apart from two who we had to find actors for the training montages at the beginning. It was fun finding suitable actors who would do giraffe gymnastics and plunge themselves into ice baths all ‘in the name of play’. We styled it like a sports ad with footage of them "training" for their stunts and speaking about the hard work, pain and injury that goes into their chosen stunt all set to cinematic soundtrack music. The montage builds up to an ending where we see their real-life (silly) internet video footage.