For our first project working with GO Sport in the Middle East, we were challenged to elevate the brand’s content to a new level across their running category, whilst respecting the recently refreshed brand direction. The brief covered the Middle East, primarily Qatar, Saudi Arabia, and United Arab Emirates.
GO Sport brings the best multi-brand sporting goods experience to the marketplace from all the major and local sports brands. They have a strong mission to support and encourage sports participation, allowing everyone regardless of age and ability to adopt an active lifestyle by offering the right product to suit individual needs.
Running is a varied and often miscommunicated sport. We took the approach of translating GO Sport’s values to an audience that run AS a sport, as well as run FOR sport.
By creating an anthem film that drives the core messages of inclusivity, community and self-motivation, we inspired and educated the audience on the freedom running can provide and how GO Sport facilitate this with the best equipment.
The consumer is driven and dedicated, so our anthem film shows on-screen talent pushing themselves to their limits. Though this doesn’t mean winning. We know failure is a part of success, so we championed those moments as well. We show all the hard work and dedication that it takes to get to where you want to go - it’s that ‘Go Further’ mentality.
Weaving between 3 scenes captured in different locations: desert roads, desert trail and downtown, the contrast gave the content variety and added a sense of journey.
We captured an eye-catching and visually stimulating b-roll that is sliced between hero imagery. This added another layer to the content and helped evoke a feeling of hard work and grit that naturally fed into the campaign’s overall narrative. These moments are paramount in showing how committed these individuals are to being the best version of themselves. These are the nuts and bolts. The blood, sweat and tears.
Focussing on real athletes, this is a genuine story of handwork and determination. Our cast resonated with the consumer and inspired them to push themselves further. Big action sequences coupled with a thought-provoking voiceover delivered an authentic and inspirational message, motivating the consumer.
Go Further. It means pushing yourself. Through the pain, through the barriers. Breaking down the boundaries that exist in your mind. In gear that holds up. That works as hard as you do. Gear that’s got you covered. This is a campaign talking to the grinders. Those who are inspired to better themselves. Those who are pushing themselves outside of their comfort zone. consumer.
