Win Different -PRYSM

An activewear campaign that took the seriousness out of sports, and celebrated the unseriousness and love for the game.

Challenges
With taglines like ‘just go for it’ or ‘nothing is impossible,’ most legendary activewear brands actually sound the same cause they champion the relentless pursuit of victory. How could PRYSM, a lesser known activewear brand from PETRONAS, stand out?

Our Solution
Instead of speaking to sports pro’s, we spoke to an audience that in truth, makes up 80% of sports players today - the everyday athletes. To resonate with them, we created “Win Different” - a campaign that celebrated feeling good instead of first-place finishes and even fails as wins. By shifting strategies, we shifted the activewear narrative from serious to seriously fun.