Sainsburys launches live digital OOH campaign to champion UK Paralympic team
The creative features photographs of individual athletes when they were young children, followed by current day shots of them as Paralympic champions excelling in their sport.
Live copy will celebrate the achievements of the Paralympians by wishing luck to those competing that evening, as well as reacting with congratulatory messages to successful athletes to capture the atmosphere and momentum of each day’s events.
The campaign will be live during the morning commute between 7am-9am, on 700 screens, spanning six different media owners, across roadside, retail and city centre locations until 19 September.
The campaign is designed to capture the buzz and excitement of Rio 2016 whilst highlighting Sainsbury’s continued support of Team ParalympicsGB and its Active Kids initiative.
The idea was conceived, planned and booked by PHD and Talon, produced by Grand Visual, and facilitated by OpenLoop. The live digital out of home push supports a broader outdoor, print, TV and digital campaign created by AMV BBDO.
Tom Howe, project manager at Sainsbury’s, said: “Our ambition is to raise awareness of these world class Paralympic competitors in Rio this summer, and to help keep sports fans connected to the action. Sainsbury’s continue to be champions of our Paralympians and we are excited to be demonstrating our support for them in a new way through our digital outdoor campaign.”
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