Revolve and NSGC 'Stepped Up' for Support4Sport
Goal: As part of the Nova Scotia Gaming Corporation's (NSGC) newest campaign to promote the Support4Sport program and the benefits the initiative is bringing to Nova Scotia's sporting community, we wanted to remind Nova Scotians of the profound impact sport has on our lives. And with the funds raised through Support4Sport, that impact is getting even bigger in Nova Scotia. Since 2006, Support4Sport has raised more than $3.7 million for amateur sport in the province. With such an exciting story to tell, our task was to create a campaign that spreads the good news, delivering the emotional and inspirational messages of the program. Whether it was racing to the finish line at the Olympics, developing outstanding soccer players and coaches, or mentoring youth girls on the slopes, the passion, dedication and importance of Support4Sport funding had to be clear.
Concept: The idea for this campaign was born in two letters - UP - which sit quietly in the word support. Up - to rise, to elevate, to get higher. We realized that this is exactly what NSGC and the athletes, coaches and communities, are doing throughout Nova Scotia, stepping up and making a significant difference. Next Revolve looked to connect the emotional power of sport to the campaign's creative by profiling the athletes, coaches and community sporting programs through documentary-style ads and webisodes. The result was truly inspirational.
Execution: Revolve developed a province-wide, integrated mass campaign using television, newspaper, interactive web content, community out-of-home, and in-store POS to profile the athletes, coaches and community sporting programs that are benefiting from Support4Sport. These stories are exciting, emotional and inspirational.
Result: Our campaign is certainly getting noticed and inspiring Nova Scotians to support sport, stepping up just like NSGC.