BWF partner with Redtorch to launch Road To Paris campaign

The Badminton World Federation (BWF) has worked with research, content & creative agency Redtorch to launch their new campaign #SuperSmashSquad ahead of the Paris 2024 Olympic Games.

The campaign – which launched on Wednesday 25 October – challenges Badminton’s superheroes to test their sporting superpowers on their #RoadToParis.

Every month in the build-up to the games, a new challenge will be set on the BWF social media channels, each designed to highlight badminton athletes’ technical skills, back stories, and personalities.

Those athletes that successfully complete a challenge earn their place in the #SuperSmashSquad! Every squad member will then receive a personal #SuperSmashSquad player card to share on their socials.

It’s not all about the pros as BWF calls on badminton fans to take on the challenges too for a chance to win special prizes.

The launch is marked with the release of a short film that meets athletes from around the world, revealing their superpowers.

Redtorch brought their content and creative teams together to help devise a concept to help Badminton grab attention during the build-up to Paris 2024.

After the success of our partnership in Tokyo, BWF tasked Redtorch with creating a platform to inspire their athletes to tell their stories on the Road To Paris.

So we created a challenge-based campaign that gives these incredible sports stars a storytelling framework that will not only help grow their following on social media but also that of badminton as a whole.

Matt Weiner, Creative Director at Redtorch