Cannes Lions

The Swimmer

TBWA\NEBOKO, Amsterdam / FONDS GEHANDICAPTENSPORT / 2017

Awards:

1 Bronze Cannes Lions
Film
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Overview

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OVERVIEW

Description

We see how the swimmer dives in the water and how he moves with powerful strokes. This sport performance becomes even more impressive when we see that the athlete misses both legs. A text appears: ‘Think this is impressive?’ Followed by: ‘How about this?’

The film goes back in time where we see the same man. This time in a wheelchair, while he tries to open the front door of a building. Throughout the rest of the film we see how he overcomes various hurdles in the swimming pool complex. The stairs, in the locker room, in the shower. It's a tough road before he eventually arrives at the starting block, ready for his actual sport. A text appears: ‘Let's make sports accessible to everyone.’

We open the eyes of the naive viewer. By playing on what the viewer finds impressive, and by then highlighting the bigger, yet unknown achievement.

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