When school’s out for the summer, kids spend their time thumbing their phones and pulling on their soccer cleats. But USA Swimming is hoping to change that with this poster series from Minneapolis, Minnesota–based ad agency Colle McVoy. The posters not only promote “the funnest sport there is” during the crucial summer swim season, but also extend USA Swimming’s SwimToday campaign. Appearing at pools, online, on social media, and in swim clubs and organizations across the country, the posters feature young kids and professional athletes—a nod to last year’s Olympic campaign—enjoying the pool. The campaign encourages today’s kids, who have more things they can do than time to do them, to discover what makes swimming different by joining their local swim teams.

collemcvoy.com