Decathlon

The human truth
Most people don’t see themselves as athletes. But they do cycle to work into a headwind, walk the dog and run after their kids. That’s movement too, it just never counts anywhere.

The idea
Every Move Counts. Loyalty programmes usually reward performance, which mostly rewards people who already work out a lot. We flipped it: everyday movement earns points. Walking the dog counts as much as a tough workout. Every brand has a membership card. Only Decathlon can own movement.

What we made
An omnichannel launch to turn one-time buyers into members: paid social, display, store radio, print and DOOH.

My role
Pitch ideation, Concept creative, Omnichannel asset production