London, 3 December 2024: In its first-ever foray into long-form documentary making, Dark Horses has created a three-part doc with the support of Nissan, taking a forensic lens to accessibility and inclusivity (or lack thereof) in sport.
Launching on Prime Video on 3 December, International Day of Persons with Disabilities 2024, the documentary stars broadcaster Adele Roberts and double Paralympic gold medal winner Richard Whitehead MBE, and sees them set out on a journey to learn more about the barriers to participation in sport that underrepresented communities face with the ultimate goal of putting on the most inclusive running event.
The idea was created and developed by Dark Horses, co-developed and co-produced by Banijay UK’s Electric Robin, which has created TV series such as ‘The World Cook’ and ‘Live Italian’. Adding a further layer of Omnicom collaboration to the project, media was handled by TBWA\London and OMD, while logistics, contract negotiations, and the organisation of the Run to the Future event was handled by Fuse.
This is the first time Nissan or Dark Horses have collaborated with partners on creating a full-length documentary series together. Dare to Defy’s ambition to drive inclusivity and sporting participation is supported by Nissan’s Possibilities Project – a CSR initiative that uses Nissan’s technologies, resources and expertise to create more opportunities for people from underrepresented groups, with a specific focus on supporting the disability and LGBTQ+ communities.
YouGov research showed that when consumers saw the work of the Possibilities Project, Nissan’s favorability increased immensely, but the previous content hadn’t reached a large enough audience. This is when Dark Horses enlisted the support of Nissan to develop a full-length documentary to help Richard and Adele achieve their ambitions while powering up and cementing the Possibilities Project in line with the brand’s strategy of ‘Defy Ordinary’.
Nissan and Dark Horses worked with Amazon Ads to execute an integrated advertising
campaign designed to reach audiences at scale and help amplify the series impact. The Amazon Ads Brand Innovation Lab extended the audience experience by creating custom landing pages on Fire TV and Amazon, highlighting the series’ behind the scenes and Nissan’s commitment to underrepresented communities. The Brand Innovation Lab also created display and video ad formats to drive traffic and awareness, and in order to further engage viewers, Nissan worked with Twitch for an exclusive ‘watch together’ event featuring interviews with the series’ protagonists.
- Episode one focuses on motor racing and follows Abi, who has a love of driving but also Ehlers-Danlos syndrome (EDS), a genetic disorder that affects tissues, leaving her unable to use her legs. She is given the chance to drive an adapted Nissan LEAF Nismo RC electric race car at Donington Park Circuit. She does this so well that she has now been given the opportunity to explore other potential experiences of working with the Nissan Formula E team.
- Episode two looks into the world of football and its approach to inclusivity (or lack thereof). Roberts discusses the issue with several key figures: England captain John Stones; Zander Murray, the first openly gay male professional footballer in the UK; Izzy Christiansen, former footballer; and members of the Canal Street Blues, Man City’s LGBTQ+ supporters club.
- Episode three culminates with the creation of ‘Run to the Future’ – an inclusive running event put on by Richard and Adele, that was held at the Queen Elizabeth Olympic Park in September of this year. More than 700 people participated in the event, with many completing the 2k or 5k course with the help of trained support runners provided via Nissan and the Richard Whitehead Foundation’s Supported Runners Programme.
Phil Christer, Managing Director, UK, Amazon Ads said: ‘We believe in the power of storytelling to drive meaningful change. Our work with Nissan, Dark Horses and Electric Robin on the Dare to Defy documentary exemplifies how brand-funded programming can authentically integrate important messages into compelling content.
Steve Howell, Executive Creative Director at Dark Horses, said: “To have been a part of this long-form documentary series is something I will always look back on with great humility. To see how inclusion in sport can change a person’s life, puts into perspective the privilege many of us are completely unaware of having. Whilst it’s important to make these great strides like we’ve done in this series, it’s equally vital to realise there’s still a lot to be done across all areas of sport before ‘inclusion’ isn’t a term we use but rather is something that just happens.”
Chris Jones, Creative Director at Electric Robin: We feel privileged to have embarked on this journey with Adele, Richard and our partners. From its inception, Dare to Defy has been about giving agency to individuals from underrepresented communities and their experiences in being able to fully participate in sport. We are grateful to each and every contributor who took part, and who shared their personal struggles, successes, hopes and expectations.
Fiona Mackay, Nissan GB Marketing Director, said: “It’s been incredible to bring the Possibilities Project to life so visually through making Dare to Defy with Dark Horses, Amazon Ads, Electric Robin and of course Richard, Adele and all the contributors. We’re very proud to support underrepresented communities through the Nissan Possibilities Project, and this brilliant documentary series will help shine a light on the challenges they face, but also on the progress that’s being made to break down barriers to participation in sport.”
About the Possibilities Project
Dark Horses has worked with Nissan on the Possibilities Project and its running partnerships with London Marathon and Great Run Series since 2021. Together, they have produced numerous short-form content pieces focused on disability and LGBTQ+ initiatives, including:
- The Richard Whitehead Foundation sports prosthetics project and Supporter Runner programme.
- Documenting Nissan’s support of Man City’s City in the Community charity – as official EDI partner it funds equipment to enable children to play Powerchair football, as well as the One Disability and LGBTQ+ programmes.
- Nissan’s LGBTQ+ initiatives with Pride 365 were brought to life through inclusive cheerzones at the London Marathon and Great Run Series events
