The 7 Days Brief is a communication contest held in collaboration with YouTube. The goal is to create a video (in 7 days) that meets the needs of an association, and this year we worked with “Sport senza Frontiere,” a nonprofit organization that helps children in difficult socio-economic conditions through sports.
For this contest, I worked as part of a team with the copywriter Elena Borella.

The brief

Donating the 5×1000 to Sport Senza Frontiere is a concrete act of solidarity that transforms your tax return into an action of great social value. Donating the 5×1000 to Sport Senza Frontiere means investing directly in the future of children and young people in difficulty. Here’s why you should do it:

Offer growth opportunities: With your contribution, SSF can provide at-risk minors with sports and educational programs that promote social inclusion, skill development, and personal growth. Sport becomes a tool to overcome difficulties, build self-confidence, and create a better future.

Support a comprehensive program: SSF doesn’t just offer sports activities. Your 5×1000 finances a 360-degree program that includes educational, psychological, and medical support, as well as creating a network of support with families, schools, and sports associations.

It’s simple and costs you nothing: Donating the 5×1000 involves no extra cost for you. Just sign the dedicated box on the tax return form and enter SSF’s tax code: 97653510582.

Creating empathy and credibility are essential steps. It’s necessary to maintain a touch of everyday life and reality. Straight to the point: it costs you nothing, just a signature!

DO’S

• Be creative: you can use any film technique! Shooting, graphics, or a mix of both.
• Make good use of music and sound design, as they are increasingly important for the result.
• We suggest writing the texts in Italian: we’re in Italy!

DON’TS

• The material must be your property.
• Any web footage can be used as an example, but don’t overdo it.
• “Famous” music tracks can be used as references, but they shouldn’t be the main focus of the idea.

The idea

First, we conducted various research and during the brainstorming phase, we came up with a valuable insight:
We all have embarrassing photos of ourselves playing sports when we were children. We cried, we fell, and we lost, but it is also thanks to those ridiculous experiences that we learned to get back up.

The execution we came up with is a series of funny (yet also ridiculous) images of children playing sports, with a narrative based on the concept “if today you get back up so well, it’s because someone taught you how to fall.”

The crafting

I created a series of images using generative AI tools like MidJourney. Then, I worked on post-production to make the images look more amateurish. The goal was for today’s adults to relate to them, so we opted for 90s-style photos to bring users back to their childhood.