A pop-up climbing wall to create awareness

 

According to recent research Dutch children do not get enough exercise. To change this alarming trend Dutch insurance company a.s.r. wants to help children to exercise more and give unknown sports a stage. That’s why they initiated Andere Spelen (the Other Games) sports event.

To promote this free sports event we organised a spectacular surprise in the neighbourhood Kanaleneiland in Utrecht. For one day, we transformed one of the many boring concrete flats in the area into a colorful climbing wall. Reactions from the kids (and their parents) in the area were heartwarming: finally they had a place to move and play, right outside their doorstep. Literally!

Of course we shot this gigantic guerrilla stunt on video, with focus on storytelling of the kids’ passion for sports as well as the sheer amazement of the sight of a pop-up climbing wall, and we seeded the video online. With praising feedback from bloggers such as famme.nl, pretamama.nl (total audience reach of over 400.000), a front page story on Utrechts Nieuwsblad (circulation 214.000) and a television item on prime time Jeugdjournaal (Youth News), the stunt was well received indeed. All in time for the big event, which took place on Sunday November 9th in the Jaarbeurs Utrecht, overflowing with kids going wild on Other Sports for a day.

What a great result!

CREDITS

Client:   a.s.r.
Concept & Production:   VERTOV
Director:   Martijn Winkler
Social Media:   VERTOV, a.s.r.

STATS

Reach/views:   400.000+
Social channels:   YouTube, Facebook
Other channels:   Newspapers, Television

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