3% Of Golfers Are Minorities
Brief - Take a minority sport and turn into a compelling customer proposition that can rival any major sport.
Insight - There is a lack of diversity and inclusivity within the Golf community.
Solution - Relaunch British Golf from the perspective of Britain’s multi-cultural society.
Relaunching as Urban Golf promoting a more accessible format, in partnership with Grime artist Skepta to engage a more diverse audience.
What Even Is Urban Golf ?
Urban golf is played without a traditional golf course, instead using street furniture as obstacles and targets. Being accessible to everyone.
Grime bring's the edge that Golf campaigns lack. One of grimes main principles is inclusiveness within the community. Which embodies the same attitude, style and visual language of our target audience and urban Golf. Valueing the individual and the community.
Printed Ads are to be placed in urban areas across the UK to raise awareness for the campaign. The visuals are simple and modern to capture the audiences attention while still being effective.
Launching a revival clothing collection. Subverting what standard golfers would wear.
Breaking the rules of traditional Golf. Emphasising that its casual and not having to fit in a criteria and be formal.
A lookbook showcases the collection to hype up the launch of Revival Golf and its clothing. With a publication for the target audience to keep when received at the urban golf meet ups.
Social media campaign to increase reach and awareness. Reaching out to the diverse target audience and range of people to get involved.