The International Children’s Games were coming to San Francisco but the event wasn’t being perceived as a serious athletic competition. Which was understandable considering it sounded like a hopscotch or foursquare showcase. So, with some inspiration from their professional counterparts and a budget slightly bigger than our athletes’ allowances, we injected our kids with a little badassness.
After creating a tougher image for our athletes with some help from Jill Greenberg, we built an outdoor campaign that covered the city and got our message across. We surpassed our attendance goals and the kids ate it up. So much so, we offered free soccer ball haircuts and temporary tattoos at the opening ceremony to turn kids into walking billboards.