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Let’s take out the fire that we couldn’t burn

A concept to encourage Valencian athletes for the Olympic and Paralympic Games in Tokyo. A concept to encourage Valencian athletes for the Olympic and Paralympic Games in Tokyo. A concept to encourage Valencian athletes for the Olympic and Paralympic Games in Tokyo.

_Brief

After the virtual edition in 2020 due to the pandemic, the presentation of the FER 2021 recovered its face-to-face format. With a very clear objective: to motivate the entire FER Team and continue to generate pride of belonging.

_Strategy

After a brief survey of several professional athletes, we discovered that two words were repeated: anger and helplessness. So we took advantage of the cancellation of the traditional festivities of the Valencian Community and the possible resumption of the Olympic Games to help them transform that mood into something positive.

_Data

Over 70% of the surveyed athletes felt anger and helplessness due to the situation they were experiencing.

_Idea

We used the symbol par excellence of Valencian traditions and the Olympic Games, the fire, as a metaphor for the anger felt by the athletes for not having been able to compete for a whole year. “Trau el foc” (Bring out the fire) became the official slogan for this new edition of the FER Project. With a spot staring by some of the representatives of the Valencian festivities such as the Fallas, the Magdalena, the Bonfires or the Moors and Christians. Whose better to show them that? Despite so much unlit gunpowder, there was still a lot of fire to bring out in the Tokyo Games.

The presentation event in L’Alqueria del Basket with the lighting of the Torch of Effort, virtual meetings between Olympic and Paralympic athletes or a countdown on social networks that was presenting the qualified athletes, completed the presentation campaign of the FER Project 2021.