SETTA — Show Up for Padel
A poster campaign that pitches padel as a way to beat loneliness, not just a sport.
The challenge
Youth clubs are closing, office workers sit for most of the day, and millions of adults in England say they feel lonely. Padel is one of the fastest-growing sports in the UK, and it's played in pairs. The campaign had to connect the two.
The solution
Six posters, each with one short line and one real stat. "No one's lonely at padel." "It's never too late to padel." "Out of office at padel." Every racket becomes something else: a heart, a handshake, a clock, a heartbeat. The same pieces make a pattern for banners and fences.
How I approached it
I wanted it to feel friendly, not like a health warning. So the headlines are short and a bit cheeky, and the serious part, the stat, sits quietly at the bottom of each poster.
The racket shape does a lot of the work. Once you’ve seen it as a heart, you start looking for it in the rest of the series.
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