Creative retail agency HATTER, an Amsterdam based agency, created and produced Play Now Dubai – a family-oriented project in Nike Dubai. From conception to execution, HATTER’s goal with this project was to get kids moving by looking into the connection between sport and play. Nike’s Play Now campaign was given a new dimension in the Middle East through compelling research that outlines the reality that youth in the ME are facing. Limited and dwindling play spaces, limited opportunity and encouragement for free play, a parental generation with the mindset that play is only good in sport and sport is only good if you’re winning, a heavy emphasis on rules and competition.
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