Ogilvy Singapore’s Decathlon campaign reminds you that sport isn’t about rules as the first rule of sport is to play
Ogilvy Singapore launches new brand campaign for Decathlon Singapore reminding people that sport isn’t just about the rules, it’s also about having fun while keeping healthy.
You don’t need two to play tennis, or a pitch to play football. So don’t worry if you don’t have the right pitch, the expert players, or the best technique. When you try a new sport, remember the first rule is to play.
With additional Covid-19 regulations imposed on sport practice today, Decathlon wants to empower everyday Singaporeans to find new ways to play. Working with newly appointed creative agency partner Ogilvy and media agency Neo Media World, it launched its first ever brand campaign, The First Rule Is Play.
Spanning video, social, digital, out-of-home, mobile gaming and events, the campaign takes a light-hearted view of “rules” that restrict people from playing sports in our current climate.
It also encourages a spirit of creativity, whereby people can find new ways to engage in sport thanks to Decathlon’s innovative DNA.
Hieu Pham Tran, Decathlon Singapore’s communications and marketing lead, said: “The launch of this new brand platform is an important milestone for our business in Singapore. ‘The First Rule Is Play’ is an expression of our mission to make the pleasure and benefit of sports accessible to the many, a unifier for everything we say and do, and our contribution to building a sports-loving culture in Singapore for many years to come.”
Nicolas Courant, chief creative officer at Ogilvy, said: “Briefs don’t get more exciting than this. We are thrilled to have the opportunity to make Decathlon the most-loved sports brand in Singapore. As Decathlon redefines the rules of play in today’s society and climate, we hope sports players of all ages, backgrounds and levels of proficiency will be inspired to get their boots, wheels, fins, whatever – on and just have fun instead of worrying about restrictions, limitations and expectations. With this campaign, we are incredibly proud to be part of a team that will make a difference to the communities.”
The campaign will run until the end of the year.
Client: Decathlon Singapore
Agency: Ogilvy Singapore
Director: Jake Nam
Chief Creative Officer: Nicolas Courant
Creative Director: Guilherme Camargos
Associate CD / Art Director: Ria Ocampo
Associate CD / Copywriter: Jonathan Ollivier
Exec Agency Producer: Sharon Leong