Strava lance sa nouvelle campagne, #AthletesUnfiltered

Strava - AthletesUnfiltered

La nouvelle campagne de communication de Strava encourage les athlètes à vivre et être sans filtre. Strava nous offre aujourd’hui sa campagne la plus inspirante à date, un appel direct pour que les athlètes soient eux-mêmes et célèbrent l’inclusivité du sport, le travail acharné et rejettent la curation et la négativité présentes sur d’autres réseaux sociaux. 

Lancée aujourd’hui, la campagne des athlètes non filtrés débute avec un court métrage créé par l’agence de production récemment primée aux BAFTA, Archer’s Mark. Le film présente des membres de la communauté de Strava, partageant les hauts et les bas de leur expérience avec le sport. Ensemble, ils montrent la communauté et les éléments qui séparent Strava des autres réseaux sociaux, et à quel point le sport a une capacité puissante de réunir différents types de personnes à une période et une époque où peu d’autres personnes et structures en sont capables. 

Les réseaux sociaux sont décriés pour leur manque d’authenticité. A trop vouloir enjoliver la réalité en montrant une version améliorée de la réalité avec des photos retouchées et des posts débordant de positivisme, on assiste à une surenchère de mises en scène choisies montrant une vie pleine de fantasmes qui peuvent créer un certain malaise…

Mais il existe encore des réseaux sur lesquels on ne peut pas réellement tricher, où être soi-même, avec ses failles, son acharnement, ses victoires, ses galères et sa motivation, est finalement ce qui compte le plus. Avec sa nouvelle campagne #AthletesUnfiltered, le 1er réseau social des sportifs Strava évolue en marge des autres réseaux en appelant ses membres à dépeindre l’honnêteté de leur quotidien sans aucun filtre, ponctué des hauts, des bas et des anecdotes parfois cruelles ou absurdes de leurs sessions sportives enregistrées sur la plateforme.

En somme, Strava recherche à « Make the Internet fun again » grâce à la puissante capacité fédératrice du sport, qui arrive à rapprocher différents types d’individus en ces temps de division. Un terrain d’expression libre et sincère où livrer la vraie version de soi-même est valorisé, c’est ce qui rend Strava si particulier.

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