Cannes Lions

WHAT’S YOUR PROBLEM? SPORT DOESN’T CARE (KEIRA)

72ANDSUNNY, Los Angeles / SAMSUNG / 2014

Film
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Keira’s film is the third in Samsung’s ‘Sport Doesn’t Care’ series. Here, Samsung wanted to inspire participation in sport amongst people of all ages and abilities. Our hero is Keira, a fearless young athlete learning to ski. The fact that she is an amputee couldn’t matter less – all that matters is her energy, determination and love of sport. Keira’s story brings a spirit of celebration and motivation to an otherwise hard-hitting campaign, adding new dimensions to the idea of sport as a great leveler. And hopefully, motivating people to get involved in sport themselves.

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