Special Olympics: ENCOURAGEMENT by J. Walter Thompson London for Special Olympics

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Special Olympics: ENCOURAGEMENT

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Industry Public awareness
Media Film
Market United Kingdom
Agency J. Walter Thompson London
Director Johnny Green
Executive Creative Director Russell Ramsey
Art Director Philip Meyler
Copywriter Darren Keff, Philip Meyler
Account Supervisor Brooke Curtis
Released June 2011

Awards

Cannes Lions 2011
Film Lions Interactive Film Bronze

Credits & Description

Type of Entry: Other Film Content
Category: Interactive Film
Title: ENCOURAGEMENT
Advertiser/Client: SPECIAL OLYMPICS GREAT BRITAIN
Product/Service: SPECIAL OLYMPICS
Entrant Company: JWT LONDON London, UNITED KINGDOM
Advertising Agency: JWT LONDON London, UNITED KINGDOM
Executive Creative Director: Russell Ramsey
Art Director: Philip Meyler/Darren Keff
Copywriter: Philip Meyler/Darren Keff
Agency Producer: Jack Bayley
Planner: Shekhar Deshpande
Account Supervisor: Brooke Curtis
Production Company: GORGEOUS London, UNITED KINGDOM
Director: Johnny Green
Other Credits: Creative Technologists: Nik Finan And Ben Garraud

Brief Explanation:
The brief from Special Olympics was to increase awareness amongst mums. Most hadn’t heard of the charity, so we needed to define what the charity is and what it does – providing sports opportunities for people with learning disabilities.

To increase awareness amongst mums, we needed to define what Special Olympics does in a way that would be relevant to their lives, and their relationship with their own children. We developed the idea of Encouragement for Special Olympics. All mums offer encouragement to their children. And that’s exactly what Special Olympics does – the charity encourages people with learning disabilities, to help them achieve more than they would have done without the charity’s support.

We didn’t just want to communicate the Encouragement message. To really help people understand what Special Olympics does, we wanted people to feel the effect of encouragement themselves. Our idea was to create a piece of interactive content whereby mums needed to actively encourage the athlete in our film. They would see the effect of their encouragement on the athlete, helping them understand the power of Special Olympics’ encouragement.

Creating a piece of content that actually got our audience encouraging an athlete was an innovative way of engaging our audience and bringing to life what Special Olympics does for its members.