Sport1 is a premium sports pay tv channel in the Netherlands.
Objective! How should Sport1 communicate in an over saturated market, a market in which the majority of the competition is free to the viewer? We found the answer not only in the Sport1 brand and company itself but also in its potential consumers: Communicate ‘a love of sport’ to specific groups of sports fans, emphasizing the fact that Sport1 really gives their beloved sport the attention it deserves. A humorous campaign was developed in which well known Sport1 analysts and commentators show their devotion for their particular sport. Via this series of four TV ads, accompanying print executions and online bannering.

• Art Direction
• Concept