Cannes Lions

SPECIAL OLYMPICS MALAYSIA

GREY GROUP KUALA LUMPUR, Kuala Lumpur / SPECIAL OLYMPICS MALAYSIA / 2012

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Overview

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Credits

Overview

Description

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.

Execution

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.

Outcome

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.

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