WITH THIS CAMPAIGN THE CONCEPT OF PHYSICAL ACTIVITY EXPANDS, EXCEEDING THE NEED FOR GYMS OR EQUIPMENT. PEOPLE ARE LOOKING FOR OUTDOOR SPACES, THAT ARE EASILY ACCESSIBLE, THAT ALLOW THEM TO EXPERIENCE THE ENGAGING POWER OF SPORTS IN ANY PLACE AND TIME, DRIVEN ALSO BY THE SPECIFIC HISTORICAL PERIOD IN WHICH WE ARE LIVING. AS PART OF THIS PROJECT THERE WAS ALSO A CAMPAIGN VIDEO, CONCEIVED AS AN ADDITIONAL COMMUNICATION TOOL. JUST LIKE THE PHOTOGRAPHIC IMAGES, THE VIDEO PLACES THE FOCUS ON SPORT AS A DAILY ACTIVITY, TO EXPERIENCE ANYWHERE WE MAY BE AND IN A WAY THAT IS ENTIRELY PERSONAL.THE LEADING FIGURES OF THE CAMPAIGN ARE NOT PROFESSIONAL ATHLETES, BUT ORDINARY PEOPLE, WHO, IN MOVING ABOUT THE VARIOUS CORNERS OF THE CITY ENJOY THEMSELVES WHILE DOING SPORTS, RELEASING ENERGY AND REDISCOVERING IN THAT DYNAMISM AN OPPORTUNITY TO ESCAPE.
