The region-wide integrated campaign focuses on kids, their parents, and the lifelong benefits of playing sport. Rolling out across the region throughout October 2022, the campaign is supported by a number of resources specifically designed to educate parents, motivate children, and help them unleash their full potential through playful movement.
Directed by ALASKA, the hero film ’Rise of the Kids’ puts the kids’ playfully imaginative vision of sport into the spotlight. Featuring a variety of sports, and active children from across the Middle East region, this 90-second joyful rebellion empowers kids while addressing head-on popular parental misconceptions to physical activity.
