BRAIN by Grey Kuala Lumpur for Special Olympics

BRAIN

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Industry Shows, Events & Festivals
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Art Director Andrew Fong, Allan Teo, Vince Low
Copywriter Nadia Jasmin Mcdonald
Illustrator Allan Teo
Released March 2012

Credits & Description

Category: Posters
Advertiser: SPECIAL OLYMPICS MALAYSIA
Product/Service: SPECIAL OLYMPICS MALAYSIA
Agency: GREY GROUP KUALA LUMPUR
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Andrew Fong (Grey Group Kuala Lumpur)
Art Director: Allan Teo (Grey Group Kuala Lumpur)
Art Director: Vince Low (Grey Group Kuala Lumpur)
Copywriter: Nadia Jasmin (Grey Group Kuala Lumpur)
Illustrator: Allan Teo (Grey Group Kuala Lumpur)
Print Production: Peter Soo (Grey Group Kuala Lumpur)
Account Manager: Elicia Wee (Grey Group Kuala Lumpur)
Media placement: Poster Campaign - High-traffic walkways, Child Development Centres and play areas in malls - 29 March 2012

Describe the brief from the client
The Special Olympics is the world’s largest sports organisation for children with disabilities. Each year, they promote the cause worldwide and in Malaysia. Our brief was to create awareness for the organisation and show that children with disabilities can participate in competitive sports on a national, regional or international level.

Describe the challenges and key objectives
The key objective was to change the mindset that children with disabilities are unable to participate in physical activities or competitive sports. To do this, we needed to target parents and inform them that children with disabilities can excel in sports if they are given the opportunity.

Describe how you arrived at the final design
The idea was to show that children with disabilities have the potential to participate in competitive sports ie. gymnastics, track and field, weightlifting etc. This potential however, is something that parents need to discover. Our creative approach was to showcase this hidden potential locked away in an intricately designed brain. At first glance, all you see is the brain itself. However, deep within, is a child with a disability taking part in sports ie. weightlifting and gymnastics.

Give some indication of how successful the outcome was in the market
The poster was displayed at high-traffic areas around town, to target working parents. Strategic locations like child development centres and play areas in shopping malls were also used. In such locations, we have been able to reach hundreds of passers-by daily, since the campaign was launched.