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8 months, 8 briefs. This is a submission for Young Glory 16/17 March brief. 



“Reignite the interest of young people in watching live sport.”

— David Smith

Ah, watching the big match, sitting down with your mates, with your old man, and your football-obsessed mum, taking in a huge cultural moment, we all do it right? Unfortunately, things are changing. Across the planet, sport viewing numbers are in decline. Be it the Super Bowl, the English Premier League, the Olympics, young people are no longer tuning into sport in the same numbers that they used to. Instead there has been a shift towards social and scripted content, and of course, eSport. So how do we bring them back?


Live sports. Not the highlights package on Instagram, but watching the live event. Whether that is on your TV, phone, or down the pub, we want people to come back to watching the events live.


Young people, the ones who’d rather catch a series on Netflix, or look at short videos on facebook or snapchat. The ones who don’t seem to see watching sport as a relevant form of entertainment anymore.


Come up with a creative platform or idea that can reignite the interest of young people in watching live sport. In essence, this is a “why sport?” brief. How do we make sport relevant to young people again?


This is a massive brief, and one that is of huge importance to the sport world. From the EPL to the NFL, from ESPN to FOX Sports, from Nike to Adidas, this issue has the potential to really impact on everyone’s bottom-line. In light of that, ideas need to be big, they need to be emotive, and capture the mood of society, they need to be Zeitgeist-like nature. So no gimmicks, no small fry app ideas, or lame-duck activation ideas, it is the time to flex your copy and art muscles, sport is a powerful medium, here is your chance to use it, think global, think universal, think “impossible is nothing, just do it, it’s half-time, America, It’s not crazy, it’s sport.” Yeah, baby, let’s smash it out the park!

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