Sport week Campaign

The Goal

The European Week of Sport took place in Estonia for the 12th time in 2026. The aim was to beat the previous year’s figures for awareness, participation and the number of events. The biggest challenge was reaching people who aren’t active day to day. To many of them, sport means constant training and performance, and the Week of Sport feels like it’s meant for athletes. The message also had to win over Estonian and Russian speakers alike.

The Solution

The “Liigu omal moel” (“Move your own way”) campaign set out to show that the everyday things people do anyway count towards staying active and healthy. We photographed and filmed ordinary people doing household chores the way sports brands shoot elite athletes, complete with broadcast-style graphics and calories burned. Sixty-year-old Jaan’s wood chopping became a hammer throw worth 480 kcal, and 59-year-old Galina’s day of cleaning became a floorball attack worth 210 kcal.

Each character was cast with a specific audience in mind: older people, the middle-aged, children and teenagers. The family characters pointed viewers towards the children’s relay race and the #BeActive Night family day.

As a result of the campaign, people turned up to events during the Week of Sport and September’s month of movement 246,000 times, almost 5% more than the year before. A total of 733 organisations helped run them, more than 4% up from 2025.