Support4Sport - created by the Nova Scotia Gaming Corporation - uses all revenue from the sale of Support4Sport lottery products to funds athletes, coaches and community programs across the province. In fact, Support4Sport is the most significant source of annual funding for amateur sport in Nova Scotia: $10 million since 2006. The program reaches 125,000 Nova Scotians on an annual basis.
And with the 2011 Canada Games taking place in Halifax, Support4Sport had a unique opportunity to speak to Nova Scotia’s sporting community about a new initiative – the Canada Games Legacy Fund - at a time when sports capture the collective imagination of the province.
So Support4Sport asked us to create a 30-second TV ad that profiles the positive impact the program is having on Nova Scotia, and explains the Canada Games Legacy Fund, which will invest in sporting equipment and facilities over the next 10 years.
We knew that advertising during the Games would be cluttered with compelling sports messages. To capture people’s attention, we had to approach the task from a different angle.
Rather than using the expected – dramatic scenes of athletes in motion – we used animated icons to get the message across in a fun, light-hearted way and make people feel good about Support4Sport.
The commercial allows viewers to experience the spirit of the Nova Scotian sporting community, whose commitment and enthusiasm are aided by Support4Sport.