Join the Movement

The Brief

Sport England wanted to encourage people to get active after the pandemic through their campaign — Join the Movement. The target audience were millennials who had dropped the ball with their fitness. FCB Inferno's art direction called for domestic locations where things are put down and forgotten about — familiar scenes juxtaposed with melancholy singing puppets to create a surprising, engaging and ultimately fun campaign.

The Process

Creative development took six weeks, starting with selecting the sports we wanted to champion. The hand puppets were constructed using actual sports equipment — a key consideration was finding the personality in the objects. The shoot took place over two days in a London terrace house, with 17 cast and crew bringing these neglected bits of kit to life on camera.

The Outcome

Eight social media films across multiple aspect ratios, completed in two weeks of post production — editing, rotoscoping and grading. The campaign earned Ad of the Day from Ads of Brands.