thorbjørn ruud
Art Director at Try Reklamebyrå
Oslo, Norway
TitleChange the Course for a Better World Cup by KPMG
BriefWhen KPMG, one of the leading firms in audits and consultancy, became sponsor for the Norwegian Alpine Ski Team, they wanted to do more than just show of their logo.So, we came up with an idea where KPMG could use their expertise to make actual change for the sport and the climate as a whole.The 2023/24 season was one of the worst for the Alpine World Cup, with 22% of all races canceled due to warmer climates and poor weather conditions. Through data from the national team and conversations with athletes, KPMG's sustainability experts saw how the race calendar leads to extensive travel for all teams during the season and forces athletes to travel far to find snow for pre-season training. This travel routine is unsustainable for both the athletes and the environment. The sport needs to change its course.This was the start of an extensive effort to gather data, interview athletes and support staff, and explore various solutions. All of this was compiled into a unique project and climate report—"Change the Course – for a Better World Cup"— which challenges the International Ski Federation (FIS) proposing a new World Cup schedule aimed at saving the sport.
Agency
Campaign Change the Course for a Better World Cup by KPMG
Advertiser KPMG
Brand KPMG

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