Multisport - 101 Reasons

Telling real stories to inspire an active lifestyle.

Brand Communication & Tone of Voice + Visual Identity + Motion Branding

Industry:

Sports

Year:

2023

project info

We were approached by MultiSport, Bulgaria to create a fall campaign with the goal of motivating people to get back to an active lifestyle after the summer months.

Traditional sports marketing bombards us with generic calls to action ("No pain, no gain!") that feel impersonal and ultimately, ineffective. People crave authenticity and connection, not hollow slogans. True motivation lies in honest stories.

Narratives of everyday ordinary people achieving extraordinary things through sports resonate more deeply than motivational sayings. The unexpected link becomes a powerful hook.

Concept

Our first decision was to ditch the tired motivational tropes. We wanted to showcase real people and their intimate driving forces to discover a true passion for an active lifestyle. "101 Reasons" is a metaphor for the endless possibilities of the human mind to find motivation to endure and move forward. Putting the MultiSport symbol at the center of the 101 logotype creates a subtle yet strong connection between the brand and the campaign core concept.

Our People

The driving source of inspiration was people around us who had found their passion for a surprising sports activity. Bogdana discovers the magic of cruising on rollerskates, Ivaylo dreams of jumping out of a plane from 10,000m height and Pavel, who found his sport at 40 through the global jiu-jitsu community.

But that's only on the surface, what caught our attention was deeply routed in every single one of them - the intimate connection that goes way beyond the health benefits of practicing your favorite activity.

Execution

We chose to showcase their stories through short-form video narratives. Joining forces with storyteller Mariana Sabeva and production company HandPlayed, we aimed to immerse viewers in the everyday lives of these people.Letting the power of storytelling elevate engagement, while the video format gave us the opportunity to portray each of the individuals in a comprehensive way.

Showing them in their professional environments, interacting with family, and then pushing their limits in their chosen sports. Authenticity was key. Focusing on the genuine struggles and triumphs of these relatable characters. Through this narrative we allow audiences to connect with their journeys, their motivations, and get inspired to implement more sport activities in their daily lives.

Impact

Our goal was to increase the recognition of MultiSport and to build familiarity, as well as an emotional connection with audiences. We wanted to build something sustainable, meaningful and on brand. Our first batch was three videos, each with a stronger viewing than the last.

“Our main goal was to raise brand awareness. The “101 Reasons” concept went beyond expectations, producing the most watched videos on the Multisport YouTube channel.”

Alicia Lubenow
Marketing and Communications Director at MultiSport, Bulgaria

Credits:

Creative Direction: Ivaylo Nedkov
Graphic Design: Ivaylo Nedkov
Storytelling: Mariana Sabeva
Director & Producer: Vlady Gerasimov / Handplayed
DOP, Edit & Color Corrections: Nicola Atanasov / Handplayed
Animation: Jelio Dimitrov / Rumena Petrova
Client Service: Vera Schwartz
Naming: FourPlus Studio