A new campaign from Sport England, the government body charged with getting people in the UK moving. Their research uncovered that female participation in sport is far lower than men’s, and for specific reasons associated with body image and fear of being judged. Which makes this bold, celebratory, women-first campaign right on the money.
I love the relentlessness of the approach – story after story, execution after execution, giving everyone something to love and something to share.
Agency: FCB Inferno