Cannes Lions

INTERSPORT - Training Letters

JUNG VON MATT AG, Hamburg / INTERSPORT / 2022

Digital Proof JPG
Digital Proof JPG
Supporting Images

Overview

Entries

Credits

Overview

Background

INTERSPORT is the leading sports retailer in Germany. Their focus is on accompanying the centre of society in their entry into different kinds of sports INTERSPORT does not target professional athletes but is the right partner for the sporting ambitions of ordinary people: The everyday athlete.

For years INTERSPORT has been celebrating them in their communication and this campaign is no exception.We developed a print and DOOH campaign describing the successive progress of an everyday athlete towards their big goal. The tough road of tireless training often leads through failure before accomplishing the desired success.

A simple text mechanic conveys each small training progress - on text level and visually. It shows this progress step by step, simply using the word of the goal itself. Each line and letter brings the viewer one step closer to the desired outcome and thus motivates with just one word to keep on going.

Idea

Our idea: We developed a print and DOOH campaign that describes the successive progress of an everyday athlete towards their big goal. The tough road of tireless training often leads through failure before accomplishing the desired success.

A simple text mechanic conveys each small, yet decisive training progress - not only on text level but also visually. It shows how one gets better step by step, simply using the word of the goal itself. Each line and letter brings the viewer one step closer to the desired outcome and thus motivates with just one word to keep on going.

Execution

Our idea: We developed a print and DOOH campaign that describes the successive progress of an everyday athlete towards their big goal. The tough road of tireless training often leads through failure before accomplishing the desired success.

A simple text mechanic conveys each small, yet decisive training progress - not only on text level but also visually. It shows how one gets better step by step, simply using the word of the goal itself. Each line and letter brings the viewer one step closer to the desired outcome and thus motivates with just one word to keep on going.

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