Decathlon’s New Singapore Campaign Reminds Viewers ‘The First Rule Of Sport Is To Play’

A new brand campaign for Decathlon in Singapore rolled out in April reminds viewers that sport isn’t just about the rules, but rather it’s primarily about having fun while keeping healthy.

The initiative runs across video, social, digital, out-of-home, mobile gaming and events and led by a hero spot which premiered on 15 April.

The campaign, conceived and created by agency Ogilvy Singapore, is partly a brand response to the current ovid-19 restrictions imposed on sport and sees Decathlon seek to empower everyday Singaporeans to find new ways to play. Thus it takes a light-hearted approach to traditional sport’s rules and requirements which restrict people from playing – especially in the current climate.

The campaign’s premise is that you don’t need two people to play tennis, to pitch or to play football because sport isn’t just about the rules, but also about having fun while keeping healthy.

The work encourages a spirit of creativity so people can find new ways to engage in sports and the message is that viewers shouldn’t worry if they don’t have the right skills, number of players, the best venue or even the proper equipment, because the first rule of sport is to play.

The campaign, which was developed in harness with new creative agency Ogilvy and media agency Neo Media World, will run until the end of the year.

“The launch of this new brand platform is an important milestone for our business in Singapore,” commented Decathlon Singapore’s Comunications and Marketing Lead Hieu Pham TYran. “‘The First Rule Is Play’ is an expression of our mission to make the pleasure and benefit of sports accessible to the many, a unifier for everything we say and do, and our contribution to building a sports-loving culture in Singapore for many years to come.”

Ogilvy Singapre Chief Creative Officer Nicolas Courant added: “Briefs don’t get more exciting than this. We are thrilled to have the opportunity to make Decathlon the most-loved sports brand in Singapore. As Decathlon redefines the rules of play in today’s society and climate, we hope sports players of all ages, backgrounds and levels of proficiency will be inspired to get their boots, wheels, fins, whatever – on and just have fun instead of worrying about restrictions, limitations and expectations. With this campaign, we are incredibly proud to be part of a team that will make a difference to the communities.”

The campaign as created for Decathlon Singapore by a team at agency Ogilvy Singapore which included Chief Creative Officer Nicolas Courant, Creative Director Guilherme Camargos, Associate CD & Art Director Ria Ocampo, Associate CD & Copywriter Jonathan Ollivier, plus Executive Agency Producer Sharon Leong.

The production company was Rolla with Director Jake Nam and media was handled by Neo Media World.