Role: Creative insight, creative strategy, copy writing - collaborative, graphic design collaborative.
Explaining what compression does and its benefits needs ongoing education. It’s quite hard to sum it up in a few words. The insight behind the Heart Campaign was identifying that compression ultimately benefits heart function. A simple idea that can describe compression (in less than 5 minutes). 2XU Compression supports the key driver of performance - the heart.
THE HEART IS OUR ENGINE. IT DRIVES OUR BLOOD AND FEEDS OUR MUSCLES. IT SHAPES OUR RECOVERY & OPTIMIZES OUR PERFORMANCE.
THE HEART IS ATTITUDE & IT IS THE POWER BEHIND OUR DESIRE TO TRAIN AND PERFORM AT OUR OPTIMUM.
Sports compression evolved from medical compression stockings that are used for increasing blood flow in a sedentary position or before or after an operation. Sports compression is functional apparel that can used every day, on race day or for recovery (rest day).
Performance and recovery should not be thought of as mutually exclusive. .In all sports you need to recover first in order to perform at your best. In some sports, your recovery can be the difference between missing that shot and making that shot, getting your big pay day or not getting it.
A consideration for the campaign was to start a dialogue about wanting to be famous for our hearts, not our faces. Placing emphasis on the struggle and triumphs of having a strong heart and combining the metaphysical feeling of ‘having heart’ and well as the physical feeling of having a strong heart.
It’s all about heart. It’s not hype.