In the early 2000s, the Middle East had some of the highest obesity and diabetes rates in the world. In 2010, the government started to encourage sport participation, including physical education in schools for the first time ever.

Now, there is a generation of parents that grew up without sport. And a generation of kids who love sport, but can’t get permission to play, Because parents see it as a distraction.

So we decided to give kids a voice, in a region where children rarely have a say.
First, we launched a film in which kids riot against their parents’ misconception about sports.

We then brought the voice of the kids to the streets through digital out of home and an epic unmissable 78 screen immersive installation in Riyadh.

Then, we created a conversation starter for parents and kids. A book designed as a roleplaying experience, where both adults and children can hear each other’s point of view on sports as they read.

Book Case Study: