Science in Sport
Fuelling the elite, inspiring the everyday.
Crafting an emotional comms campaign to steer consumers away from discounts - and towards their sporting dreams. We believe in inspiring consumers to set their sights higher to reach their full potential, rather than settling for fleeting bargains.
In a culture obsessed with discounts, our campaign is not just about selling products; it's about igniting the fire within. It's time to shift the focus from discounts to victories, from savings to triumphs.
01 Challenge
Iconic sports nutrition brand SiS fuels some of the best sportspeople in the world. Heard of the prolific cycling team INEOS Grenadiers? How about Tottenham Hotspur Football Club? Saracens Rugby?
Read any sports news and you’ll likely hear the stories of athletes powered by the expert nutrition SiS offers.
But the everyday consumer is (obviously!) different. Although they care about performance, they’re trained to respond to discount-driven sales tactics.
So SiS needed a brand-first campaign to reduce their reliance on promotional marketing. To happen around the Giro D’Italia — one of cycling’s biggest events — without being an official event sponsor.
02 Insight
We all look up to the sporting greats. Events like the Giro inspire millions of keen amateur cyclists world-wide. And the close proximity of the crowd to the athletes in competitions like these help them to feel part of the action.
Our strategy sparked the idea of ‘wish you were here’. Inspiring cycling fans to watch their heroes up close while empowering the next generation of elite cyclists.
Increasing the emotional draw of the event by showing the raw reality of high-level performance. The highs. The lows. Immersing fans in the action, to inspire them to take action — powered by SiS.
03 Idea
Inspired by the motivational messages fans spray on roads around cycling events, our designers created a bold, typography-led campaign identity for social and on site.
Our work depicts genuine moments of pain, drama, and triumph. Distinctive photography allows fans to experience every ache, bump, and rush of dopamine crossing the finish line.
The monochrome imagery and pops of the Giro’s signature colour (pink!) were rolled into a flexible campaign toolkit that SiS used across other events. Swapping to the iconic yellow of the Tour de France, of course.
