In line with the Cricket World Cup and Ashes, Seven Seas Jointcare requested Champions to assist with the creation of a fun, lively ‘active with age’ creative campaign to promote products to their target market.
To achieve an engaging and relevant campaign, we partnered former cricketer and pundit Graeme Swann with Phil Tufnell. The duo was challenged to take part in various keep fit activities such as ballet dancing with the country’s oldest ballerina, a penalty shoot-out against the UK’s oldest goalkeeper, as well as judo and yoga. The results of these activities were filmed, creating content for Swann to post on his social media channels, promoting the brand to a desirable audience. As well as this, the campaign was delivered through print, interviews and media coverage.
The campaign received significant coverage, press and media, effectively tying the campaign with the cricket season, achieving the following results.