Sport is pure emotion. It is never just about medals, winners, and statistics. As Belgium's biggest sports broadcaster, Sporza covers not just the events, but the profound human stories behind them, the sacrifices made on the road to the tournament, and the hidden tensions that truly make sports beautiful. With the launch of their new app and a sharp digital editorial team, Sporza brings those stories closer than ever. For the campaign, we subtly replaced the athletes' names with their backstories, instantly shifting the entire context. In a single glance, you discovered exactly why the Games were just that much more emotional for Greg Van Avermaet. Fans are rooting for someone like Simone Biles to win, because we know the hardship of her backstory. Knowing these facts is what truly fuels passion and fan culture. That was the core of our strategy. We utilized smart production techniques to create a campaign using existing footage, with the message “Know the game. Feel the game”.