The "Guess Who Won" campaign aims to inspire the next generation to engage in outdoor activities through sports by strategically placing ads in locations where children actively participate in sports in the UK, Brazil, and India. Recreating iconic moments from cricket, football, and tennis, the campaign targets specific sports markets in these countries, reaching over 100,000 kids monthly with an average exposure of 30 hours.
By highlighting the correlation between getting dirty and winning in sports, the campaign reinforces the brand's 'Dirt Is Good' platform and positions the brand as a leader in promoting outdoor activity and physical engagement among youth. Through OOH placements and engaging content, the campaign encourages youth to embrace dirt and outdoor activity to improve their odds of success in sports.
