Solution & Cultural Context:
Following on from the 2012 campaign, this campaign's brief was to change the global perception of disability - far more than an advert to simply get viewers to watch the Paralympic Games. It shows not just sports people, but also everyday people with a huge range of disabilities, all overcoming their disabilities - reflecting the ‘Yes I Can’ of the music track. The ad portrays superability over disability, spreading awareness and drumming up enthusiasm.
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