We made the Christmas wishes of a small town come true by putting into practice the brand promise: make sport accessible to more people
At the end of 2015, we were given the opportunity to create a social action that ran alongside and complemented the Decathlon Christmas campaign. We received a brief that highlighted two objectives: (1) promote awareness of the campaign and (2) use a story to move the viewers. Based on this premise and with a limited budget, we came up with a concept that responded to these communication needs while realising the promise of the brand: make sport accessible to more people.
So the #ElRegaloMásGrandeDelMundo (the biggest gift in the world) action took the shape of a proposal that focused on making the Christmas wishes of sports enthusiasts come true. To realise this idea, we told the story of Calatañazor, a village in Soria that was once full of life, but isn’t home to many young people anymore so now the streets are deserted and devoid of movement. For this reason we decided to go there and organise a full day of sport to bring some life back into the village.
We took the Decathlon team with us and experienced a lot of special moments with the people that live close to the village. Over a single weekend, we scored goals, got baskets, played volleyball, scored points in badminton, hit the bullseye with the bow, stretched in fitness class, and hiked in the mountain at dusk. And on top of all that, we shared stories, made new friends, laughed and, most importantly, restored the essence of the town.
After a vibrant day in which we filled the village with life, using all kinds of sports equipment, multiple instructors and a lot of illusion, we returned home but we made sure that sport stayed there. We went back but the sport remained.