With the Paralympics starting in Tokyo on Tuesday, the International Paralympic Committee has unveiled a new campaign that celebrates the 15 per cent of the world’s population that has a disability.
The ad’s called “#WeThe15” and rather player on the “super human” aspect of similar campaigns, this one shows people with disabilities to be wonderfully normal, funny and with all the worries and insecurities that we all harbor.
The work of fabled London agency adam&eveDDB, the spot shows a diverse range of people with disabilities going about their everyday lives and not just Paralympians. Arguably the highlight of the ad is a sight impaired couple marrying on a beach who declare, “We met on a blind date!”
The two-minute film will run across UK’s Channel 4’s Paralympics coverage and NBC’s coverage in the US. It also includes an out of home iteration to run in North America, France, Japan and the UK.
Check out the fun below:
https://www.youtube.com/watch?v=gHCDvdCaJhI
Commenting on the spot, adam&eveDDB global creative lead Laura Rogers said: “When the IPC came to us, they told us a surprising truth: They are the third largest sporting event in the world, but they’re not really about sports.
“Their real ambition is to change the lives of all people living with disabilities. So, we needed to devise a platform for them that was bigger than an event every four years, something that would sustain them between Games.”
adam&eveDDB CEO Mat Goff added: “The more brands and organizations and people that get involved in this movement, the louder that voice will be and the faster the change will come.”
