THE RULES CHANGE

RELEVO – THE WITNESS OF SPORTS

INITIAL CHALLENGE

Sports journalism needed a change. Discredited for excessive sensationalism, for not being inclusive of women and young people, and for not adapting to the language of the new media, a strategic rethink was necessary to win back disenchanted sports readers and reach new audiences.

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STRATEGIC REFRAMING

We focused on the target audience that had lost interest in sports journalism. We observed a consumption marked by real-time information, multiple digital channels, new communicators, a new language, and a high value placed on entertainment. Relevo had to arrive as a new sports media that expresses itself differently from the data but also with a lot of importance to inclusion. A new media that offered a journalism committed to sport, innovative, independent and non-conformist.

THE IDEA

We created a new digital sports media with a new language and visual code that connects with the target audience: The launch was based on the concept: “Every sport has its rules until someone changes them.” The spot was inspired by the stories of athletes who changed the rules to evolve the sport itself and achieve greater heights. That same spirit and passion elevate the essence of sports journalism. El testigo del deporte.