IMPOSSIBLE GAMES

TitleIMPOSSIBLE GAMES
BrandFORTUM
Product/ServiceFORTUM
Category D04. Brand Integration & Sponsorship / Partnership
Entrant TRIGGER OSLO, NORWAY
Idea Creation TRIGGER OSLO, NORWAY
PR TRIGGER OSLO, NORWAY
PR 2 BISLETT GAMES Oslo, NORWAY
Production BISLETT GAMES Oslo, NORWAY
Additional Company FORTUM Oslo, NORWAY
Credits
Name Company Position
Markus Eckbo Endresen Trigger Oslo Consultant
Magdalena Kam√ły Trigger Oslo Creative Director
Eystein Norderval Trigger Oslo Creative
Henriette Helgeland Trigger Oslo Project Manager

Why is this work relevant for Entertainment?

When the world of sports stood still because due to the pandemic, energy company Fortum and Bislett Games decided to do the impossible - change the rules of sporting events, and beat the virus on track field. Impossible Games became the first major sporting event after the outbreak, an international media sensation and the ultimate proof of concept for Fortums vision for a cleaner world.

Background

Situation Fortum is a clean energy company with a mission to drive change towards a cleaner world. This year Fortum was looking forward to sponsor one of the worlds greenest sporting events - The Bislett Games in Oslo. The games was just weeks away when everything stopped. All major events got cancelled by the pandemic. Brief Come up with an idea to activate Fortums sponsorship of Bilsett Games. Goals 1. Use sponsorship to save Bilsett Games 2. Create proof of concept for Fortums brand plattform: "Join the change".

Describe the creative idea

The solution was "Impossible Games". A sporting event without physical spectators and where all infection precautions were upheld. We experimented with new, sustainable solutions that may make their mark on future sporting events. For example, technological solutions that allow athletes to compete against each other in real time from different countries, and thus removing the largest climate footprint from the event.

Describe the strategy

Fortum wants to be a real partner for change, not just a logo sponsor. So instead of withdrawing their sponsorship funds when the Bislett Games got cancelled, we saw it as an opportunity: Could the unfortunate situation with Covid-19 also be the perfect opportunity to rethink how a sustainable sporting event could be held? We zoomed the organizer of the event and presented him the idea that would make history.

Describe the execution

We changed the historical name of Bislett Games to Impossible Games, and revealed our plans for this one-of-a-kind sports event at a press conference. It created a national sensation. Even British BBC reported that Bislett Games would not be defeated by the virus. And on 11th of June, Impossible Games took place. Among the highlights were Team Ingebrigtsens race in Oslo against Team Cheruiyot in Nairobi. Armand Duplantis who high jumped against Renault Lavillenie i France, and a new world record set by Karsten Warholm in 300 m hurdles. This was the first time an international sporting event was held in such a way, leading the way for sustainable sporting events in the future. And proving that with a creative and relentless will to find a way, nothing is impossible.

Describe the outcome

Not only did we save Bilsett Games, it became a sensation like never before. PR efforts before, during and after the event resulted in 2917 news articles all over the world. Global powerhouses like BBC, New York Times, LA Times, France 24 and NBC reported that Bislett Games would not be defeated by the virus, and that Track and Field was back like never before. In Norway it became the most viewed broadcast in the country on the day of the event, thus increasing Fortums sponsorship value many times over. Other sports events across the world has since followed our example, bringing true life to Fortums "Join the change"-plattform.