Intersport – "The Heart of Sport"

The first global brand campaign from Intersport – “Wherever You Take Training” – one chapter of a multi-category platform of real stories from local communities and fascinating sport enthusiasts challengin paradigms and the definition of sport.

The craft of editing the four episodes of INTERSPORT’s 'The Heart of Sport' played an integral part in developing the rough, fast-paced feel of this campaign. The pace of editing emulates INTERSPORT's mission: to raise activity levels and energy, while still communicating four unique portraits of athletes and four unique storylines. The edit incorporates mixed media, distressed photography by Piet Oosterbeek, with a seamless feel into the range of footage from the production directed by I AM HERE and clips from social media and home footage. We aim to give a twist on what a documentary is and try to expand on what a documentary could be. With the shoot essentially a documentary style shoot, the edit artfully needed to compress four unique portraits and storylines into bite-sized snapshots for the campaign.

The usage of mixed media and different techniques was a significant aspect to the look and feel of the campaign. The shoot provided high quality cinematic shots, photography stills and handicam / amateur "slice of life materials" to play with in the edit, which became an interesting experiment to in combining high quality with low-res media. Choosing which media delivered the most visceral feel to the moment was an important part to the execution of the edit. That was a give-and-take between a documentary format, normally quite slow, translating into social media, a fast digestible format that can be consumed quickly.

With popularized sports such as basketball, football and rugby and others drawing the majority of mainstream attention, sport communities struggle locally to gain recognition. The ‘Heart of Sport’ campaign by INTERSPORT delves into the unconventional world of local sports, acknowledging the broad spectrum of sport, its pioneers, and their community. An international consumer research study by the company found that 66% of people say they still haven’t found their place in sport, and 88% reporting that they don’t see themselves as athletes. With a documentary-style approach to portrait a few of the most intriguing and unique sport individuals, this campaign highlights these local communities of sport to provide an eye-opening perspective that redefining the conventional paradigm of sport.

Jury Feedback

CRAFT - EDITING / NOMINATION

It’s a strong nomination. We felt its editing was key to narrate the film and build it up - so it deserved a nomination.