Tanya Hairman
Agency Producer at AMV BBDO
London, United Kingdom
TitleInvisible Equipment
Agency
Campaign Invisible Equipment
Advertiser Sainsbury's
Brand Sainsbury's Active Kids
Date of First Broadcast/Publication 2011 / 2
Business Sector Retail, Distribution & Restaurants
Story Happy children have fun whilst doing a range of activities in a school gym hall. However, all equipment that they would need to take part in these activities is invisible. Kids bounce on invisible Space Hoppers, they skip with invisible skipping ropes and bounce on invisible trampolines.
The equipment route powerfully communicates the fact that it's you, the customer, who can deliver this difference, through collecting Active Kids vouchers.
As the ad comes to its conclusion, the sports equipment suddenly becomes visible, dramatising the way that you can make a difference to kids in your area through participating in the Active Kids scheme.
Philosophy The campaign's objective is to show the positive impact that collecting Active Kids vouchers has on kids in people's local area
Problem The Active Kids scheme is one of Sainsbury's key CR commitments and has raised over £100m worth of equipment for participating schools and organisations since it launched. Kids love being active and through the scheme schools and sports clubs can receive a wide variety of sports equipment which helps to make PE and sporting activities more enjoyable
Media Type Television
Post Production
Audio Post Production
Advertising Manager
Copywriter
Art Director
Account Planner
Account Planner
Director
Photographer
Production Company Producer
Production Company
Media Planner
Agency Producer
Agency Producer

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