Juvenes wanted to give children a form of personal education through sport, starting from an early age. The plurisports club wanted to train people by engaging them in various sports. Faced with a noble mission, with which we resonate at a personal level, we wanted to do everything by the book.
An acute problem
There is nothing new in the fact that the little ones spend hours on the computer, on tablets, or on phones. Mimetism towards adults and education exclude sports, and isolation becomes more and more serious among young people. Although education in school and family must sometimes be supplemented, it is our job to find solutions.
Rethinking the perspective
Sports is not about cups and medals. Sport is first and foremost joy, and to that from enjoying performance is just one step. The great challenge for us was to convince the little ones to try to practice sports.
The whole direction had to gravitate visually in the sense of thinking of a fresh identity that could render the youth, the spirit of development and evolution. But this is done through the need for movement and self-sufficiency supression.
We conveyed our idea through brand positioning, choosing, first of all, a name that signifies the orientation towards the young audience: a lively audience who wants to grow. We created all the branding set-up, from images to the strategy of the website positioning and content.
The adventure that develops you
We added some new concepts of events - chess, (because we love strategy as well) and created the Napoleonic pawn-champion concept. The thing was really serious, because we organized a triathlon contest for children, and the little ones took things as seriously as possible. For football enthusiasts we set up the Novum championship, where soccer teams competed.
Competing with technology
Although the specifics of our agency is technology-oriented, this time gadgets and smart devices were our opponents. Especially because new technologies easily capture the attention of the little ones, and cause them to spend valuable time. It was a project in which we fully believed and managed to clarify ourselves the importance of sport in people’s lives.