How kids can kick off the new sports season, even with a broken bone

The challenge

The insight

The idea

Develop a concept for a social media format where Calvé 100% Peanut Butter can creatively and playfully claim the ‘Back 2 Sports’ moment, while simultaneously building top-of-mind awareness for peanut butter as a favorite sandwich spread.

Every year, hundreds of children break bones during the summer holidays, causing them to unfortunately miss the ‘Back 2 Sports’ moment.

Calvé wouldn’t be Calvé if it didn’t give the unlucky ones their own ‘Back 2 Sports’ moment!

That’s why Calvé is launching ‘De Pechbekkies Club,’ a social format that involves these kids in the ‘Back 2 Sports’ moment through fun challenges they can do with a broken bone.