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Web Film
Champs Sports: Let There Be Light
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Champs Sports is taking a rooftop cannonball dive into summer 2014 with “Game Never Sleeps,” a vibrant, multi-pronged campaign developed by agency of record Translation. The new effort brazenly dispenses with the conventions of traditional sports marketing, boasting four mini-films that trade in imagery of players on the field for a more well-rounded depiction of the modern student athlete. “Game Never Sleeps” is just the first result of Translation’s new brand strategy for the iconic athletic footwear and apparel retailer, which expands upon Champs’ “We Know Game” tagline and updates the brand’s overall look, feel and tone.
“The Champs work is based on a timeless truth,” says Translation CCO John Norman. “Kids talk about their summer nights. They may be athletes during the day, but it’s when they go out at night that they make the memories they’ll keep for the rest of their lives. “Game Never Sleeps” is about owning the night by creating your own style, both on and off the court. We capture that feeling in the spots by focusing on the games these kids invent and the clothes they wear.” The new campaign is anchored by a high-octane mini-film set to the synth-funk assault of Lil Jon and DJ Snake’s smash hit, “Turn Down for What,” and encompassing scenes from three :30 digital spots. Phase one of the film, Night Glow, kicks things off with an intense late night football game played between the lines of an improvised, glow-in-the-dark field. Phase two, One Giant Leap, turns up the volume with a wild summer house party, zeroing in on a breathtaking feat of poolside acrobatics. Phase three, Let There Be Light, follows a group of friends to the phosphorescent glow of the Vegas strip for a pavement-pulverizing pick-up game. All four mini-films were helmed by Luc Janin, a director and noted graffiti artist who has delivered cutting-edge spot work for global brands like Pepsi, Samsung, and Xbox. In addition to painting an evocative new brand story, the spots serve to highlight some of the summer’s hottest athletic apparel and footwear, like the Air Jordan 11 Retro Low and Nike Fingertrap. The campaign will feature several in-store and digital activations in addition to the mini-films, including a GameNeverSleeps.com microsite, daily social media content, and creative assets for the Champs digital hub. “Other sports retailers tend to strike the same note again and again with their messaging, limiting themselves to just one aspect of an athlete’s lifestyle, particularly in summer,” notes Scott Burton, Champs Sports Director of Marketing. “Champs Sports is dedicated to bringing out the style, confidence, and swagger of the modern student athlete at all times of the day and at all occasions.”
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