IPDJ - "Don't be a Sideline Bully" by PHNX Awards 2024
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| Title | Don't be a Sideline Bully |
| Agency | Coming Soon |
| Campaign | Don't be a Sideline Bully |
| Advertiser | Instituto Português do Desporto e Juventude |
| Brand | IPDJ |
| Date of First Broadcast/Publication | 2023 / 9 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Sports are one of the most inspiring and outstanding achievements of mankind. Unfortunately, they also have an ugly side, where sports intersect with racism, violence, and bullying. This toxic behavior has been passed down from generation to generation. To break this cycle, the IPDJ (Portuguese Institute of Sport and Youth) has launched a campaign where we ask children to explain all the toxic things adults have taught them about sports with a powerful claim: 'Don't be a sideline bully. And don't teach anyone to be one. |
| Philosophy | Fight violence and racism at sport - and to stop adults to teach those things to kids. |
| Media Type | Television |
| Length | |
| Creative Director | Marcelo Lourenço |
| Creative Director | PEDRO BEXIGA |
| Copywriter | Marcelo Lourenço |
| Art Director | PEDRO BEXIGA |
| Production Company | Rocky studios |
| Director | FILIPE SAMPAIO |