The Co-operative Bank

Challenge

The Sport Gives Back Awards celebrates the work of charities and individuals up and down the country, changing lives through sport, with the event broadcast to millions on ITV. The Co-operative Bank was a great fit as headline sponsor due to its ethical brand alignment and commitment to community and charity organisations and they wanted a set of idents to announce the partnership.

Provocative Thought

Sport Gives Back is all about celebrating ordinary people, whose lives have been changed through sport – whether it’s helping people face their fears, overcoming loneliness or recovering from illness. We needed to look beyond the sporting achievement and show the emotional journey and transformation of these remarkable people.

Solution

Following the story of a young diver, the idents highlight the best in human nature and use a plot twist to tell a story of pride in less than 15 seconds!