FILA Ad Campaign
FILA has moved to the second phase of it’s ad campaign. The title is “All Nations. All People. For All Time.”
The campaign reflects some of the themes that are central to the sport:
Wrestling is everywhere, wrestling is for everyone and wrestling is an original sport.
In another aspect of the intense activity around modernisation of the sport, FILA visited the Madrid HQ of the Olympic Broadcasting Service (OBS) on 24th June.
First, the OBS credited FILA with the recent, but now established, improvements crucial for the sport: the addition of women’s wrestling in 2004, the new format of competition with each category in each style lasting a single day and the introduction of video judging.
But additionally, the OBS commended FILA on their new competition rules, approved at the May 2013 Congress. These revised rules encourage action, penalize passivity, reward the aggressor and allow television to better capture wrestling as a “fast thinking sport.”
Phase 1 Ad Campaign:
To Wrestle is to be Human
To struggle
To overcome
To triumph
Strength is the power to change
FILA and the OBS discussed further and innovative ways to improve the presentation of the sport in the Olympic context in the future.
There will be a study on the potential inclusion of a mini Point of View camera closer to the field of play, optimally placed on the referee, to provide a unique view of the athlete’s activity.
The capture and introduction of biometrics data into match broadcasts will be explored.
The presentation of wrestling would be modernised to provide viewers with access to information and insights that have never been available before.
Phase 1 Ad Campaign:
To Wrestle is to be Human
To struggle
To overcome
To triumph
Strength is the power to change
Said FILA’s President Nenad Lalovic, “The advice that has been provided [by OBS] will help us to better serve the needs of broadcasters and to provide a more attractive and exciting presentation of our sport to TV audiences around the world.”
“Just as we have modernized our rules, we must explore innovative ways in which we can better present our sport to a wide audience,” Lalovic added. “We’ve got a great sport, but we must embrace new technologies, new presentations and let the world see the unique aspects of wrestling.”
