Dare Vancouver is helping B2ten and Canadian Sport for Life in their mission to change the way we teach sports to our kids. A new spot launched in conjunction with CBC’s ‘Run Run Revolution’ begins a conversation with coaches and parents, letting them know how truly shocking the state of our kids’ health is. The spot, by Blacklist director Cisma, features children creating a live infographic to bring some sobering statistics to life. In the opening shot, for instance, all the kids are lying down in a circle, creating a pie graph. A child’s voice then tells us only 10% of kids are getting enough daily exercise. “The spot humanizes infographics utilizing children in different positions to create data visualization; bar graphs, plot, diagrams, pie-chart, iconic symbols and even typography,” says Cisma. “We wanted to communicate the importance of data in an interesting, tangible and personal way.” The sobering stats continue, all brought to life by active kids, as the music track ‘Generator (First Floor)’ by the Freelance Whales builds the somber mood. But it’s not all bad news. The commercial takes a positive spin at the end, encouraging parents and coaches get involved at activeforlife.ca, also developed by Dare Vancouver. On the site, parents and coaches can discover how to make sport more fun, less intense and more focused on skill development, so kids will stay in sports and be active for life. “We want to get the attention of parents and coaches, and help them understand that by making small changes to how we teach sport, we can make a massive difference to the quality of life our children will enjoy. This goes way beyond sport; it’s about confidence, happiness and having a healthy life. It all starts with proper skill development.” says Jonathon Longworth, VP, Client Integration with Dare. The spot was edited by Matthew Griffiths of Cycle Media and audio was done by Vapor Music, both of whom generously donated their time to the good cause.
Advertising Agency: Dare, Vancouver, Canada Creative Directors: Bryan Collins, Rob Sweetman Copywriter: Bryan Collins Art Director: Rob Sweetman Producer: Mike Hasinoff Account Supervisors: Marcel Da Silva, Jonathan Longworth Production Company: Blacklist Director: Cisma Executive Producer: Adina Sales Producer: Karen Lawler Director of Photography: Marc Laliberte-Else Editor: Matthew Griffiths Post-production: Cycle Media Executive Producer: Tom Murray Sound: Vapor Music Executive Producer: Lindsey Bates Creative Director: Joey Serlin Sound Engineers: Julian Rudd, Andrew Harris Licensing: Vapor Music Song: Freelance Whales ‘Generator / First Floor’