Sport England
Join the Movement

Sport England and FCB Inferno with support from our UNIT team have launched the first of the new UGC 'Join the Movement' films to inspire the nation.

#StayInWorkOut showcases the creative ways people are finding new ways to stay active.

Backed by the Department for Digital, Culture, Media & Sport (DCMS) and funded by The National Lottery, the 60 and 30second films can be seen on TV, social, and digital, and are aimed at a broad, national audience of men and women of all ages. As well as a 30 and 60-second radio ad voiced by Mel Giedroyc of English comedy duo Mel and Sue.

The campaign aims to inspire more people to get active in the wake of new Sport England research which has revealed that 38% of adults in England have done less physical activity or exercise in the past week compared to a typical week before the restrictions, even though 66% say they have more time to be physically active and 63% saying it's more important to be active in the current climate.

The film shows some of the ingenious user-generated content the campaign has inspired. It harnesses the optimism and resilience of the public during these uncertain times and acts as a celebration of the creative, varied and unexpected ways people are getting active up and down the country.

The cast are as diverse and interesting as the indoor exercises they've created, featuring a mix of everyday people across the UK alongside the likes of Paralympian Lucy Shuker and the father of Olympic Dame Kelly Holmes. Among the cast are Rajindar Singh, a 73 year old from Berkshire dubbed the 'Skipping Sikh' due to his sharing his daily workouts on social media, 6-year-old Olive Newman, a Cornish girl who skates on a mini-ramp in her home, and Milly Pickles, a lifestyle blogger and amputee who can be seen giving a handstand a go while in quarantine.

Also featured are people finding creative ways to be active outdoors while safely social distancing, including neighbourhood classes being led from doorsteps and dance parties happening at over 2m apart in the street.
Other contributors include several frontline health works from the NHS who can be seen dancing with colleagues during a break.

The film is set to Fatboy Slim's iconic 'Rockafeller Skank'. Fatboy Slim has also been working tirelessly to unite the nation, from hosting Friday tea-time mixtapes to keep the nation dancing, to assisting ten year old daughter Nelly's live stream of her 50-minute debut DJ set over the Easter weekend, and even organising a free celebratory concert on Brighton Beach for frontline workers at the end of lockdown.

Working closely with Sport England, FCB Inferno and Directors Nicole Chen & Sarah Lefkowith UNIT's Ian Baker and Rob Ellis carried out all the 2D work, as well as a naturalistic colour grade by Creative Director of Colour Denny Copper.

Lets all be sure to #Jointhemovement and #StayInWorkOut !

Credits

Agency
FCB Inferno

Directors
Nicole Chen, Sarah Lefkowith

Executive Vice President
Sharon Jiggins

Senior Account Director
Emily Whiteaway

Account Manager
Becky Glover

Strategy Director
Laura Pirkis

Director of Production
Nikki Chapman

Head of Business Affairs
Caio Silva

Chief Creative Officer
Owen Lee

Senior Art Director
Nicole Chen

Senior Copywriter
Sarah Lefkowith

Joint Design Lead
Becci Salmon

Motion Graphics Design
Jonny Stopford

Emilie Terrier
Emilie Terrier

Casting Producer
Laura Hawkes

Sound Design
James Lyme / No. 8

Edit
Mark Wheelan / The Quarry

UNIT Studios

2D
Ian Baker, Rob Ellis

Colour
Denny Cooper

Executive Producer
Darryl Bolton

Producer
Tania De Sousa