Press release
15KB
may 05, 2016 - Fila
Sports Around the World: FILA Launches New Metropolitan Campaign
FILA is back with a vengeance! Armed with their global brand campaign, #fila is now conquering the world’s big metropolitan cities with a new TV, print, and online campaign. The new campaign, dubbed “What’s Your Playground?”, builds on the brand’s “Your Playground” spot, which initially launched in 2014.
“We are launching the new metropolis campaign to enhance the reputation of the #fila brand further and to create more internationality and even more high-quality content at the same time”, explains Konrad Nowak, campaign manager and marketing manager for #fila EMEA.
5 Metropoles – 6 Sports – 6 Playgrounds
Berlin, Paris, New York, Toronto and Tokyo: #fila has travelled the world for the new campaign. Brilliant sport talents - among them Iya Traore, who is internationally known for his artistic athleticism - perform lifestyle sports on international playgrounds around the globe. Toronto’s centre becomes a ski cross course, an old warehouse in Berlin - a #tennis court, a multi-storey carpark in Tokyo - a CrossFit studio, the streets of New York - a basketball court, and an old indoor pool in Paris - a football pitch. The hero of the new TV spots is a runner, who takes the spectators with him, leading them to the different playgrounds.
Campaign Details
In addition to a large scale online and print presence, a new TV and online campaign have also been implemented, whereby various versions of the full video contents are used: a 60 second version, a 30 second version, and nine different 15 second vignettes. Each video focuses on one of the main #fila #product categories, including running, training, fitness, basketball, football and #tennis.
The metropolis strategy was developed by the Düsseldorf Creative Agency Markenloft, who also closely coordinates communication and marketing. Under the direction of Andreas Roth, tempomedia was responsible for the production. Media agency Mediaplus is in charge of media planning. Grayling Deutschland supports #fila with PR activities surrounding the campaign.
For more information on the "What's Your Playground?" campaign, please contact Anne Voegel (anne.vogel@markenloft.de) at Markenloft. Additional images and videos may be found on #fila Germany's official Facebook and Instagram pages.
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