FEI - #WeDontPlay

Aim

To make equestrianism one of the most talked about sports at the Olympic Games.

Insight

Olympic audiences saw equestrian sport as elite and in need of modernisation. We needed to dispel these misconceptions and clearly communicate a point of difference and distinctiveness.

Approach

Showed sports fans that equestrian sport is unique by highlighting that for athletes age is no barrier, genders compete equally and they have a unique relationship with the horse.