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ATHLETES WORLD

The back-to-school sales season is a major opportunity for Athletes World, but the company was missing a fundamental component for success with kids: the cool factor. Thus Taxi explored some eternal teen truths focusing on two in particular: first, the fact that teens always develop their own lingo and second, that they need to create their own sense of identity and rely on an irreverent sense of humour to do so.

The campaign idea centred on a trio of teens called "The Critics." A series of TV spots feature the three characters commenting on the people who pass their way. The opening dialogue always features one of the guys ribbing another by pointing out a woeful adult - whose attire isn't up to par - and saying to his buddy "Guess what? Dasyou!" ("That's you" in adult speak).

The campaign also had a viral launch a few weeks before TV hit. Taxi created a site called dasyou.com, which set up the critics as if they had been dispensing fashion advice for a couple of years. Word of the site was leaked on kazaa.com and other portals aimed at youth. When kids visited the site, they found plenty of entertaining commentary, but no Athletes World branding at all (this appeared once TV and cinema ads launched). The creative idea was extended into point-of-purchase materials by Athletes World's in-house team.

"Dasyou!" contributed to the goal of making Athletes World a shopping destination and gave the brand the teen appeal it needed.

TELEVISION

Viral Spot	Pimpsquatch
Tour de France	Going Back

WEBSITE

Pre-Launch Web Site