Created by SMITTEN, a leading Indian design agency and a branding firm, the GoSports Foundation campaign at Bengaluru International Airport, cheering the young Indian sportspersons participating in Rio Olympics 2016 and Rio 2016 Paralympics, sported a unique manifestation celebrating the works and achievements of the up-and-coming Olympians.

Client’s profile

GoSports Foundation is a non-profit organisation that works with a mission of empowering India’s future Olympians. Since its inception in the year 2007, the foundation has undertaken programmes and projects directing at crucial interventions in the sporting careers of talented young sportspersons in the country. Till date, GoSports Foundation has worked with a host of young sportspersons, namely, Dipa Karmakar, Manish Rawat, Kidambi Srikanth, Devendra Jhajharia, Amit Saroha and Suyash Jadhav.

First move

When GoSports Foundation was allotted space at Bengaluru International Airport to celebrate the works and journeys of the athletes/sportspersons participating in Rio Olympics 2016 and Rio 2016 Paralympics, it was SMITTEN the sports foundation had commissioned to help create the landmark campaign. In its style trademark, SMITTEN created the radical campaign filled with the sporting zeal of the young players in focus.

Display models

With an utter communication, SMITTEN had designed the campaign portraying the sportspersons though the deed of their efforts and triumphs. The overall communiqué is disseminated using light boxes, totems and even baggage tags—creating one holistic campaign look that could work across different collaterals.


Visual treatments

Using life-size images of the Olympians, the creative team of SMITTEN worked on artworks involving the conversion of the real-life heroes into heroes of the creative. The visual treatments used strong backlit boxes with transparency, in brand colour, which eventually helped the texture in the displays amalgamate with the theme of brand GoSports while setting a striking outlook of the campaign across the board.

Among the images, the ones with strong high contrast black and white feel were set off by the red, creating a powerful yet branded visual that represented the commitment and hard-work of the sportspersons in their journeys through blood, sweat, tear and victory. The transparencies, while applied against a light box allowed the brand GoSport to take the backseat, while being firmly present—allowing the Olympians to take their moment in the light.

Know about SMITTEN SMITTEN DESIGNS or simply SMITTEN is a design agency and a branding firm with a robust team of a great mix of skilled graphic designers, copywriters, art directors, strategists and consultants, all under the aegis of Smita Rajgopal, founder-director of the firm. With their backgrounds ranging from technology to art, hospitality to retail…the creative team altogether has a formidable collective strength of experiences and diverse talents. SMITTEN has its offices located in the major Indian cities of Mumbai, Chennai, Bengaluru; and in the offshore, Dubai and Manhattan (New York). The firm caters to a host of truly international clientele; uniqueness of their works reflects both in the designs and styles they deliver. For more information about SMITTEN and their work, log on to: http://www.smitten.in or www.smittennewyork.com