Sport Chek (like Dick's Sporting Goods, but in Canada) is Canada's number one sporting goods retailer. They asked us to pitch ideas on how to get Canadians fired up for the Summer Olympics in Rio. One year later, the entire pitch was produced.
We landed on an idea to turn superhuman athletes into humans by reminding everyone that you cannot succeed until you fail and fail again.
Below is a manifesto film that ran online and on the Canadian Broadcasting Network. CBC during the opening ceremonies. A new manifesto film about #whatittakes was created and produced every four days during the Olympics using footage directly from the games as they happened.
As Freelance Global Creative Director/copywriter, I led the project with Greg Wells. Results:
o 6% incremental comp in-store sales increase during the games
o #WhatItTakes was second best-performing hashtag worldwide during campaign period
o Achieved 88% belief that SportChek supports Canadian Olympians vs. 55% benchmark