This is a new series on creativity in sports marketing.
With award winning Creative Director Simon Moore as our regular sidekick, we go in search of brilliance. 
Each episode dissects campaigns we love and campaigns we hate. 
Some rules: 

1. Does the idea deserve to be celebrated in the UP Big Idea Hall of Fame? Does the campaign come with a level of craft and sophistication that merits an award, does it challenge the conventions of the what’s normally done in its category?
2. Can only sport deliver this idea? Creativity in the sport category is an oddity because it's not a specific medium - PR, ad creative, media, outdoor etc - sport itself is the medium for the storytelling. It has to be not just the canvas for the idea, but the paint as well. 
3. Does it add value to the fans experience of sport? And does the brand play a relevant role? Fans are not just customers, they are different, how does the work reflect this fact? 
4. Does the insight behind the creative show a nuanced understanding of the fan? 
5. Does it re-imagine the traditional and expected role of sport in the world? 

We'd love to get you involved.
Feel free to nominate a favourite campaign.
If you work on brand side, or for an agency, the same question applies: what's the best work to ever come out of your office?

Some links that are referenced in this episode:
How To Win A Cannes Lion, UP Newsletter
How to Win A Cannes Lion, UP175 with chair of judges Ben Hartmann
Kasabian England shirt launch by Umbro
Thank You Mom by P&G/Wieden + Kennedy
Federer v Agassi in Dubai
We Love LA, Nike, LA1984
No More Red, Arsenal and Adidas

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