Putting Performance First
The Centre of Performance
When we began working with Generate, they had just signed on two major athletes as ambassadors. But they needed a concept to make them relevant.
We turned Generate into the Centre of Performance, a place where the Generate team looks for top performances. As well as standing out in the notoriously dull financial category, the line – Putting Performance First – threaded the needle of being inspirational without making a claim.
Generate
When the athletes weren’t available, we created a campaign-within-a-campaign that let Generate own sporting excellence throughout the year. The Generate Performance Report is carefully written to run during sporting events even when Generate isn’t a sponsor.