CONTEXT:
Key trends currently are what have pushed the production team into creating an advertisement to cover the main topics of today, such as: feminism, obesity, body image, size zero, healthy eating and 'fitspiration'.
Key facts such as there are two million fewer women exercising regularly than men and in Europe men are ranked 3rd for male participation yet women are ranked 19th are what have triggered Sport England to make a stance.
Figures show that 75% of women aged 14-40 said they would like to participate in sport however they are put off by 'fear of others' perceptions.
BIG IDEA:
The idea for Sport England was to use real women of all shapes and sizes who are already smashing through the fear of judgement barrier.
Creative Concept:
The team at FCB Inferno, the creative agency behind the campaign, hit up on the idea of t-shirt slogans each representing a different barrier.
Characteristics that make the ad more real are things such as not creating a high performance, glossy ad, street casting real women and giving the gym kits used a pop of colour to draw the consumer in. As well as this they used the extremely catchy song by Missy Elliott - 'get'ur'freak'on'.
Execution:
The advertisement was launched during a 7:45pm advert in between Coronation Street - why did they choose Coronation Street do you ask? Because according to ITV they reach 86% of housewives which is predominantly 'This Girl Can' target consumer.
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After this lecture I walked out feeling almost passionate about advertisements like the one above as it shows that within marketing there are true stories behind filming rather than our course just focusing on fashion examples.
Take a look at the advert - it really is inspirational.
https://www.youtube.com/watch?v=aN7lt0CYwHg
Let me know what you think! X
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