Sports retailer Decathlon has launched a global campaign to promote its Buy Back service.
The campaign, created by London agency AMV BBDO, will showcase the initiative, which allows customers to return unwanted items in exchange for a voucher or cashback.
The ‘Dreamin’ campaign pays homage to forgotten sports equipment gathering dust in homes everywhere. A campaign film features various sporting goods with human-like faces expressing sadness at being left unused.
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The spot encourages people to “give forgotten gear the life it dreams of”. The film will be available in 80-, 15- and 6-second versions across digital and online platforms in the UK, France and Italy, with plans to expand to additional EU markets by the end of 2024.
When using the scheme, customers can complete a short assessment then drop off the item at any Decathlon store nationwide, where they may receive a voucher worth up to 40% of the item’s value, and in some markets, cash on the spot. The service also offers in-store repairs for sports gear.
“Without getting too philosophical, sports equipment is created with one fundamental purpose: to be used,” said Jack Smedley, AMV BBDO’s creative director. “The existential crisis faced by, for example, a pair of unloved skis pining for the mountain led us to an emotional way to communicate Decathlon’s innovative buyback offer.”
