Joshua Buatsi - It’s on you

Raise up Buatsi, to raise up Croydon

Brief: Croydon is one of the forgotten boroughs of London; there are 115k young Londoners living there, yet nothing happens there for them. So how do you inspire the next generation of athletes* to get active? 

Concept: Partnering with future boxing world champion Joshua Buatsi, we created a hyper-local campaign with education at its heart to increase his awareness in Croydon whilst investing in young croydon long term. The campaign launched, with a send off event for Josh at his first boxing club, which acted as a vehicle to sign the Croydon youth up to a personal training school in the middle of Croydon.

Creative: Buatsi doesn’t rely on others to win, and that’s what makes him unbeatable. Taking this idea of the Lone Wolf the we created a hyper real world unvealing Buatsi’s inner beast. This graphic language was then used through all phases of the campaign which culminated in a training camp for a 30 young Croydoners, turning them into the next generation of trainers, and by doing so, enabling the enablers.

Fun Fact: Josh compared himself to a lone wolf in the ring, so we shot a real wolf for this work. Terrifying.