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BT
Digital Dash
A campaign to give parents a hand while helping kids get fit for a digital future. All designed, built and launched in lockdown.
AGENCY: WUNDERMAN THOMPSON
COPYWRITER: NATHAN BURLEY
DIGITAL / APPS / ACTIVATION / BRANDED CONTENT
Background
On March 20th 2020, every school in the UK shut its doors. Parents, pupils and schools were left stranded. And the biggest event of the school year, sports day, was cancelled.
Execution
We created Digital Dash: an app that turned school sports day into a vital, completely free lockdown learning tool.
Idea
Take sports day online and teach kids digital skills
for the future.
Results
Digital Dash was played over 156,000 times and reached more than 30 million people across the UK.
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The app was developed alongside teachers and education professionals at Barefoot Computing.
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Kids created their avatar and competed in mini challenges that taught them about computational thinking. The better their mental performance in the challenges, the better their athletic performance on the track.
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Kids developed invaluable digital skills as they went head-to-head with other players across the country.
Our live YouTube final, hosted by Reggie Yates and double Olympic gold medallist, Dame Kelly Holmes, brought the best players together for a sports day like no other.
Awards
Epica 2020
Branded Content – Branded Games
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SILVER
Epica 2020
Mobile Sites & Apps
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BRONZE
