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Jeugdfonds Sport & Cultuur

Iedereen doet mee

What we did

concepting

video

copywriting

The Challenge

In every class, there are on average three children who, due to their parents' financial situation, cannot join a sports club or association. 'Het Jeugdfonds Sport & Cultuur' does everything possible to give these children access to sports and play. For this ambitious and active mission, the Youth Fund was looking for an equally ambitious and active campaign video.

The BIG idea

The video begins with the dream of every aspiring athlete: standing on the highest podium, being featured on TV, and having the best sports commentators in the Netherlands talking solely about you. However, for many children, the reality is quite different. They find themselves playing sports and games all alone, completely isolated. Through this concept, we highlight the crucial role sports play in a child's life and the profound impact it has on their identity and sense of belonging.

Behind the scenes

The scenes of our young soccer player Feline weren't just shot on any soccer field, but on the sacred ground of the Olympic Stadium in Amsterdam!

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