The idea behind this campaign was to recreate photographs that had already been printed and made headlines in the same newspapers where we later placed our ads. This unique and specific use of the print medium strengthened the creative idea. Although the photos we recreated had previously been printed in the front pages of many newspapers, our observation went unnoticed. By reprinting them and highlighting our insight, we ensured that this time, all sports fans saw that to win, you have to give it your all.