NY/London, 20 MAY, 2024: adam&eveDDB dispel harmful misconceptions about the Paralympic Games in their empowering new campaign for the International Paralympic Committee titled, ‘The Paralympic Dream’. In an effort to drive global viewership for the Paris 2024 Paralympic Games, the new campaign dismisses the conventional idea that the Paralympics is primarily about bringing together persons with disabilities to participate in joyous sporting harmony, instead emphasising all the impressive athleticism and edge-of-your-seat competition that takes place during the event.
The striking :60 TV spot – a collaborative effort between adam&eveDDB New York and London – cuts through the condescending tropes, showcasing the Paralympic Games for what it truly is: a high-performance sporting event, serving as an arena for preeminent athletes to exhibit their fierce sporting talent and compete against the best.
Starting in a dream-like animated world where athletes run, jump, fence, and paddle, we see loveable characters travelling hand-in-hand through a fantastical Paris. They frolic among fluffy clouds, flowers, and bright colours, all set to the sound of Paul McCartney’s anthem, “We All Stand Together”.
This saccharine picture of the Paralympics is then suddenly shattered as British Paralympic taekwondo athlete Amy Truesdale is kicked in the chest and crashes to the mat – the message comes across loud and clear, “They’re not playing games”. The animated world is then juxtaposed with the harsh reality of competitive sports as we experience the grunts, clashes, sweat, and triumphs of the true athletes that the Paralympians really are.
The campaign breaks on 20th May to mark the 100-day countdown to the Paris 2024 Paralympic Games. It launches online on the International Paralympic Committee’s owned channels, and will roll out globally in up to 185 countries and territories, across TV, online, and social, thanks to the support of Paris 2024 Paralympic Games Media Rights Holders, National Paralympic Committees and International Federations.
cain&abelDDB worked on all global adaptations of the campaign, delivering over 140 assets across 9 different languages for TV, online, and social. Audio described and subtitled versions will be produced in English to ensure accessibility for all.
The film was directed by Sam Gainsborough via BlinkInk.
Craig Spence, Chief Brand and Communications from the International Paralympic Committee said: “Over the last 75 years, Para sport has grown from a small gathering of injured war veterans to the Paralympic Games becoming the world’s third largest sporting event watched by billions of TV viewers. But despite its stratospheric growth there are many who still see the Paralympics as first and foremost an idyllic event where the athletes are just carefree and happy to be there. Adam&eveDDB’s new film debunks this myth in the most fun and creative way possible.”
Richard Brim, Global Chief Creative Officer, adam&eveDDB added: “We’re super proud of this piece of work for the International Paralympics Committee out of New York with strategic support from London. When people talk about the athletes taking part in the Olympics, they tend to talk about them competing and yet when they talk about them taking part in the Paralympics, they talk more about them participating. What is that about?”
Credits Client: International Paralympic Committee Campaign Name: The Paralympic Dream
International Paralympic Committee Craig Spence – Chief Brand and Communications Officer Gisella Duarte – Senior Brand Manager Mariel Avalos – Marketing & Rights Activation Manager
adam&eveDDB New York & London Richard Brim – Chief Creative Officer Daniel Bonder – Executive Creative Director David Brown – Executive Creative Director Chris Brailey – Associate Creative Director Rafa Oliveira – Associate Creative Director Abbie Noon – Head of Integrated Production Jonny Weiss – Executive Producer Kayla Rudess – Associate Producer Martin Beverley – Chief Strategy Officer Roisin Mulroney – Planning Director Liora Ingram – Senior Planner Kimmy Harvey – Head of Project Management & Operations Riley Bourbon – Associate Program Director Miranda Hipwell – CEO (adam&eveDDB London) Caroline Winterton – CEO (adam&eveDDB NYC) Sam LeCoeur – Chief Client Officer James Rowe – Managing Director Tejen Shah – Account Director Zahra Ahmed – Account Manager Esme St Clair – Account Manager Matthew Friday – Head of Business Affairs Emily Eshelby – Business Affairs Manager Niko Brown – Head of adam&eve studios NYC Tommy Lombardi – Studio Manager Melinda Pinecone – Senior Editor Mark Smith – Senior Editor Leo Pellegrini – Junior Designer
cain&abelDDB Marie Vivent – Producer (localization) Dylan Hughes – Producer (localization) Ludovica Melica – Executive Producer of Adaptation Can Yagan –Editor Yasmine Lahouag – Editor Stuart Moore – Head of QC Chloe Maudsley – Senior QC Operator Gemma Hughes – Asset Manager James Pyne – QC & Assets Operator Alysha Seth – Junior QC Operator
Production Company: Blinkink Sam Gainsborough – Director Josef Byrne – Executive Producer Alex Halley – Head of Production Gareth Owen – Producer Charlotte Herbert – Production Manager Ewa Luzco – Concept Artist Character Designers – May Taraud, Bárbara Oliveira Matte Painters – Clement Danveu, Romy Yao, Tiago Camilliari, Olga Sokal, Gabriel Nagypal Daniel Quirke – Researcher/Editor Sarah Jane Jones – 1st AD Joe Gainsborough – DOP Alex Coleborn – 1st Camera Assist Georgie Brown – 2nd Camera Assist Ian Stevens – Gaffer Charlotte Stevens – Spark Rayner Cunniffe – HMU Wren Gin – Runner
Talent Amy Truesdale – Athlete Andrew Deer – Coach
2D Animation Reg Isaac – Lead 2D Animator Animators – Yagiz Misirli, Tugrul Tiryaki, Laura Nailor, Andrea Simonti, Marc Valls, Weiden Wong 2D FX Animation – George Johnson Katie Spangenburg – Clean Up Lead Clean Up – Richard Smithson, Krisi Zhupali, Simona Mehandzhieva, Sameera Joshi, Karolin Spangenburg, Gerry Gallego, Denise Dean, Joe Cheng, Saffron Lea Mackie Andrew Khroskavani – Lead Compositor Compositing – Simone Ghilardotti, Stephen Mcnally, Luca Schenato Rendering – Mirko Jankovic Chris (William) Morrell – Editor
Music and Music Licensing Music – “We All Stand Together” by Paul McCartney Leland – Music Supervision Toby Williams – Director & Music Supervisor
Cabin – Edit Dusten Zimmerman – Editor Maura Kent, Joe Carugati – Assistant Editor Lynne Mannino – Producer Michelle Dorsch – Head of Production Maggie Meade – Managing Partner
Wave Studios – Sound Design Aaron Reynolds – Executive Creative Director + Supervising Sound Designer and Mixer Isaac Matus – Sound Designer and Mixer Vicky Ferraro – Executive Producer Eleni Giannopoulos – Audio Post Producer Austin Ferreira, Xander Zooi – Transfer Engineer
CHEAT – Color Grade Mikael Nakkas – Producer Karol Cybulski – Colourist
Parliament – Finishing Keith Sullivan, Miles Essmiller – Creative Team Anna Kravstov, Kate Matos – Production Team
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