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“Working with Springboard on their annual summer fundraiser is always a highlight for our calendar. Our team steamed their way through the race last year and are looking forward to this one, too. As an agency, we’re proud to play our part in raising money for such a great cause - all fuelled by a little healthy competition!” Kaela Lucchesi, Head of Marketing, Made Agency
For the 2026 edition of their annual fundraiser, it was agreed that Springboard’s Virtual Race will be a stadium sprint (of 7,500 miles!) between the host countries and venues of the FIFA World Cup 2026™
Their mission, as always, is to raise as much money as possible in order to fund their activities attracting young people, or those facing challenges, into high-quality jobs within the hospitality sector. This not only changes lives but also contributes towards the hospitality’s workforce pipeline.
Once the event’s theme was settled, as part of the Virtual Race committee, we started devising the creative that would power the campaign online, at events and everywhere else the Springboard team would be promoting it.
“With this type of work it’s really important to get across the sense of fun and that it’s carried over into the design choices we make. It’s also critical that the design compliments the core fundraising message and information - it must be easy for the viewer to know what to do next. It’s all about finding the right balance between form and function". Andy Purton, Strategy Director, Made Agency
View last year's campaign here.
As in previous years, we were to conceptualise and design the campaign’s microbrand including logo, fonts, typefaces, colours - the full brand kit.
Once these were in place, we would then need to produce a range of supportive fundraising assets for the campaign including sponsorship pack and 1 pager.
To support the marketing campaign, we would also need to deliver a range of marketing materials for use across web and social media, including the scripted video that would sit at the heart of the campaign.
It was crucial to balance meeting the campaign’s creative brief but to do so within the tight deadlines that ensured sponsorship packs could be produced and distributed in time to maximise fundraising opportunities.
“We have worked with Springboard for many years, and have a duty to ensuring the team get high-quality work that is exactly right for their purpose, target audience and marketing strategy." Dave Collier, Creative Director, Made Agency
See how we delivered Springboard’s impactful seasonal campaign.
As with many such fundraising projects, the critical piece of the design puzzle is the campaign strategy and subsequent logo.
Obviously, with a summer football tournament being at the heart of the project, there was a need to have clear, visual markers. This meant that the design language was influenced by a range of strong, recognisable football motifs. These were then incorporated together in the cartoon, organic drawing style that matches the aesthetic of previous virtual race campaigns.
The campaign’s centrepiece, and always one of the most impactful deliverables, is the campaign film. It was important that the video was both motivational and aspirational, as well as giving clear advice to potential participants and donors.
Our social-first approach to video production ensures that it is optimised for engagement, whilst looking great on people’s social feeds. Equally, however, it must also be strong enough to be the hero of the campaign landing page. This year’s video nails it.
“Made have been carrying out design work for us for about a year now and it is always a delight to work with them - their ideas, creativity and enthusiasm, as well as the speed in which they provide concepts and turn artwork around make them a five star organisation. I never hesitate to recommend them” Amy-Jane Cahalane, Marketing & Events Partner, Springboard Charity
If you’re looking to catch your audience's attention, speak to the Made team today.
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