Cannes Lions

LIFT

SAATCHI MASIUS, London / PWC / 2015

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Film

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Description

A sportsman runs towards a deserted weightlifting gym at dawn. We see him warming up and walking past trophy winners

and former champions. Throughout, we hear his thoughts as he psyches himself up for the challenge of lifting a weight he has never successfully attempted before. We see his tension as he approaches the bar and feel the weight of expectation on his shoulders. Suddenly, as he grasps the bar, other hands appear to help him with the lift: this is the "confidence" he needs. Finally, alone again, he lifts the bar high above his head, and throws it to the floor in triumph.

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