Creativity

Best of 2015 No. 3 TV/Film: Sport England Celebrates the Jiggle, Sweat and Cellulite of Real Female Athletes

Energetic Campaign Aims to Get More Women Exercising

Published on Jan 12, 2015

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 3 in TV/Film, U.K. health organization Sport England and FCB Inferno delivered this inspiring ad that celebrated the unexpected female athlete -- the ones who jiggle, bounce, sweat and might not look like the perfectly muscled powerhouses or pro athletes that often grace sports advertising. Directed by Kim Gehrig and set to Missy Elliot's "Get Your Freak on," it couples scenes of real women exercising their hearts out with copy such as "I Jiggle Therefore I Am" and "Damn Right I Look Hot." The empowering film went on to earn the Health Grand Prix for Good at Cannes.

Previous Stories:

Cannes:

The U.K.'s Sport England's ad, "This Girl Can," has won the Health Grand Prix for Good at Cannes.

The prize was judged by representatives from the United Nations Foundation as well as members of the Pharma and Health & Wellness Juries.

When the ad launched in January, Sport England joined the host of other athletic advertisers empowering women through its advertising. Yet while brands like Under Armour and Nike had looked to perfectly sculpted specimens like Gisele, Misty Copeland and the Williams sisters to be their spokesmodels, Sport England went the Dove and Always route.

Original Story:

Real women -- sweaty, exhausted and flabby -- are seen enjoying sport in this energetic and engaging ad. The aim is to encourage more women to get out and exercise, after research found that fear of judgement was holding them back, whether it was about their appearance, fitness or "not being good enough." Sport England is the nation's sports council, which provides services and funding to sport in England.

Set to Missy Elliot's "Get Your Freak On," this film humorously subverts stereotypical sports ad moments -- such as the words "Damn Right I Look Hot" appearing next to a woman at spin class drenched in sweat, or "I Jiggle Therefore I Am" next to an amply-proportioned jogger. What's important is that everyone looks enthusiastic: the message is if they can do it, so can you.

The campaign, by FCB Inferno, was directed by Somesuch's Kim Gehrig with post production by Framestore, and will be seen in 60- and 30-second versions across TV and digital.

To read more about the Health Lions, head over to AdAge.com

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About

Credits

Date
Jan 12, 2015
Agency:
FCB Inferno London
Client:
Sport England
Managing Director:
Sharon Jiggins
Chief Creative Officer:
Al Young
Creative Director:
Bryn Attewell
Art Director:
Raymond Chan
Copywriter:
Simon Cenamor
Planning Director:
Vicki Holgate
Producer:
Ally Mee
Media Company:
Carat
Production Company:
Somesuch
Exec Producer:
Tim Nash
Director:
Kim Gehrig
DP:
David Procter
Producer:
Lee Groombridge
Editor:
Tom Lindsay
Post Production Producer:
Andrew McLintock
Post Production Producer:
Adam Sergant
Post Production:
Framestore
Audio Post Production:
Wave Sound Studios
Music Company/Sound Design:
Soundtree

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