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Project Play - "Project Play"

Arnold Worldwide NY

Arnold Worldwide NY New York, United States

Премии

Бренд: Project Play
Страна: United States

Рекламодатель: Aspen Institute

Заголовок	Project Play
Агентство	Arnold Worldwide NY
Рекламодатель	Aspen Institute
Бренд	Project Play
Дата первой трансляции/Публикации	2019 / 8
Продукт	Non-profit
Бизнес сектор	Институциональные/общественного интереса/некоммерческие организации
История	To raise awareness of the role adults play in the decreasing participation in youth sports, the Aspen Institute’s Project Play created the Don’t Retire Kid campaign to shine a light on why kids drop out of sports. Our campaign kicked off in a first-of-its-kind integration with ESPN SportsCenter. Adults expecting a news story about a pro athlete instead found 9-year-old Derek announcing his retirement from sports, using the typical pro athlete press conference format to draw attention to the way children are treated like professional athletes. Kobe Bryant immediately tweeted the video with the hashtag #DontRetireKid and kicked off the conversation to keep kids playing. Other sports stars (like Mike Trout, Blake Griffin, Wayne Gretzky and more) followed, creating messages for any kid thinking about dropping out by sharing what they love about sports beyond winning. These videos were joined with a healthy discussion by coaches, leagues, parents who believed in fixing youth sports, and legends like Billie Jean King and Tommy John who fully supported Project Play’s effort. What started as a video stunt had now become an organic movement for change.
Тип медиа	Анализ ситуации
Длина	151 seconds
Chief Creative Officer (Arnold Worldwide)	• Icaro Doria
Executive Creative Director (Arnold Worldwide)	• James Bray
Creative Director (Arnold Worldwide)	• Justin Galvin
Creative Director (Arnold Worldwide)	• Sam Mullins
Creative Director (Freelance)	• Kobe Bryant
Executive Producer (Arnold Worldwide)	• Paul Shannon
Strategist (Arnold Worldwide)	• Catherine Sheehan
Strategist (Arnold Worldwide)	• Molly Chisholm
Account Team (Arnold Worldwide)	• Gail Felcher
Account Team (Arnold Worldwide)	• Aidan Keefer
Account Team (Arnold Worldwide)	• Emily Coan
Director (Greenpoint Pictures)	• The Hudson Dusters
Director of Photography (Greenpoint Pictures)	• Nathan Swingle
Executive Producer (Greenpoint Pictures)	• Tatiana Rudzinski
Executive Producer (Greenpoint Pictures)	• Trevor King
Producer (Greenpoint Pictures)	• Luke Stevens
Editor (Exile Edit)	• Matt Murphy
Sound Designer (Soundtrack)	• Dave Sicilian