DEVELOPMENT MOVE CAMPAIGN
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Status quo
The COVID-19 pandemic has had a particularly severe impact on children and young people in Germany. Studies show that the level of physical activity has fallen by almost 60% in the last 1.5 years (ages 6-24). A devastating situation that the dsj is trying to change.
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APPROACH
With financial support from the Federal Ministry for Family Affairs, the dsj entrusted ONE8Y with the development of the largest sports campaign in its history.
Creation of the campaign motto “MOVE” as well as data-based strategy development and identification of music as a starting point for addressing the relevant target group
Identification of the musician Wincent Weiss, negotiation with his management and Universal Music
Development of a content roadmap including a shooting day to create important content
Negotiation and implementation of a radio cooperation
Construction and launch of a campaign-supporting website
Concept and successful implementation of a Guinness World Record attempt with the most synchronized backing dancers for a live performance
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