The Brightfish Storytelling Award

During the Video Experience Day organised by AP Hogeschool, Brightfish presented the Brightfish Storytelling Award. The winner of this award was “Coachen is de mooiste sport” (“Coaching is the most beautiful sport”) by Sport Vlaanderen.

At its core, this is a recruitment campaign, but one that takes a remarkably smart approach. Rather than communicating dryly about the societal issue of a shortage of coaches, the campaign opts for pride and aspiration. Not a cry for help, but an invitation.

What makes the spot so strong is the quality of the writing and the way the story subtly draws the viewer in. It doesn’t merely inform, it moves. The spot strikes exactly the right emotional chord without ever falling into the trap of sentimentality. It is clear, effective, and conceptually solid.

The narrative has a clear through-line: from the personal human experience of the coach, to the broader meaning of what coaching actually is. And coaching is framed as a sport in its own right, not a supporting role, not a side activity, but a fully-fledged discipline. That is a powerful and distinctive positioning that carries the entire story. And precisely the kind of storytelling that deserves a Storytelling Award. We can’t wait to see it on the big screen.

Congratulations to Sport Vlaanderen and MediaMixer!