{"id":70521,"date":"2013-06-11T16:53:17","date_gmt":"2013-06-11T16:53:17","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-sport-changes-lives\/"},"modified":"2013-06-11T16:53:17","modified_gmt":"2013-06-11T16:53:17","slug":"ad-of-the-week-sport-changes-lives","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-sport-changes-lives\/","title":{"rendered":"Ad of the Week &#8211; Sport Changes Lives"},"content":{"rendered":"<p>An example of perfectly executed copy that\u2019s caught our eye this week is the print campaign for the Sported charity by Draftfcb.<br \/>\nIt was inspired by the events of last summer &#8211; both the Olympics and the civil unrest across the UK. Sported helps young people to escape street culture and violence with alternative sporting activities. Draftfbc has built a clever poster\/outdoor awareness campaign, which has also run in the Telegraph and Sunday Times.<br \/>\nThe theme is that \u2018sport changes lives\u2019, yet if you look closely, the effectiveness of the ads stems from the fact that the copy on both sides is identical. On one side, the text tells the story of a youth in trouble with the law. Alongside it, that exact same description applies to a successful sportsperson.<br \/>\nThe campaign recently won the agency an MAA Best Award for \u2018Best Writing\u2019, and rightly so. The realisation that the same copy can work in two different ways is always an exciting lightbulb moment. Alongside the copywriter\u2019s careful wording, the art direction of the piece represents the clear division between the two life choices. It\u2019s also unusual to see (relatively) long poster copy used to such great effect, especially in an outdoor setting where the audience\u2019s reading time is often limited.<br \/>\nAs always, if you\u2019ve seen an ad with inspired copywriting and a solid tone of voice, we\u2019d love to hear about it! <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">Drop us a line<\/a> or tweet the link to us <a href=\"https:\/\/twitter.com\/strattoncraig\" target=\"_blank\" rel=\"noopener\">@strattoncraig<\/a> with a short note on why you like it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An example of perfectly executed copy that\u2019s caught our eye this week is the print campaign for the Sported charity by Draftfcb. It was inspired by the events of last summer &#8211; both the Olympics and the civil unrest across the UK. Sported helps young people to escape street culture and violence with alternative sporting [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70521","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the Week - Sport Changes Lives - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-sport-changes-lives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the Week - Sport Changes Lives - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"An example of perfectly executed copy that\u2019s caught our eye this week is the print campaign for the Sported charity by Draftfcb. 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