11th August 2020


British Athletics have teamed up with creative agency Feref to launch the final approach to the Müller British Athletics Championships taking place in Manchester from September 4-5.

The content campaign, which launched Monday 10 August, comprises an event trailer and a series of athlete stories which will sit across digital channels, inviting the sport and fans to #JoinTheJourney – a theme which champions both the return to competitive action for the sport, and references every athlete’s journey from playground to podium.

The #JoinTheJourney concept was the brainchild of Feref, who were brought on board by British Athletics to not only raise awareness and viewing of the 2020 Müller British Athletics Championships but to inspire British athletes – current and future – and celebrate the return to competition.

The event trailer is voiced by four-time Olympic medallist, 2008 Olympic 400m Champion and two-time 400m World Champion Christine Ohuruogu, and not only features exhilarating footage of some of the UK’s leading athletes doing what they do best, but also of children at play and junior competition.

Tim Reeves, Creative Director, Feref said: “What has been so inspiring is hearing the stories of resilience, determination and focus that every athlete has to tell when discussing how they’ve got to the top of their game. We really wanted this trailer to not only excite viewers but also draw them into the journey these athletes have been on for their whole lives, from playground to podium, taking them to the championships in September and beyond.”

The follow-up series of athlete focused films will follow the trailer week by week, leading into and through the championships. These films will be shot by the athletes and/or their representatives themselves, following a brief and guidelines formulated by the Feref team.

Graham Hawkey-Smith, CEO, Feref said: “I love what Tim and the team have done with this series. Handing over the controls to the athletes themselves, instructing them to take us out on the field with them, keeping everything in motion, giving a sense of constant activity, is inspirational. We really feel like we are with them; that we are on that journey.”

Amongst the athletes set to feature in the series are world finalist long jumper Abigail Irozuru, double Paralympic champion Kadeena Cox, five-time Paralympic medallist discus thrower Dan Greaves and double European junior champion Amy Hunt. The films see the athletes discussing not only the challenges they faced on during their career but also how they have kept up their motivation during lockdown and how it feels to be going back into active competition.

Joanna Coates, CEO for UK Athletics said: “I’m excited to see our new event trailer and invite all parts of the sport to #JoinTheJourney, in what is our first steps forward in a new era for the sport. Feref have developed an exciting and inspiring concept for us that athletes have fed into, and it’s so important as we move the sport forward that we work together. They’ve really captured the energy of the sport and it has been great to see the creativity they have brought to this campaign.”

The campaign trailer can be viewed at the following location: https://youtu.be/nbEbN7XAo3o

The series of athlete profiles will launch across the British Athletics social channels from Friday 14 August.

The Müller British Athletics Championships will be broadcast live on Friday night on BBC2, 1800-2100 and Saturday, afternoon on BBC1, 1315-1630.


Creative agency: Feref

Creative Director – Tim Reeves

Creative – Christian Costa

Senior Copywriter – John Ross

Senior Editor – Mike Petit

Senior Creative Producer – Paul Willett

Creative Services Director – Emily Butcher

Motion Graphics – BW Production

Sound Mixing – Hurricane Sound