The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Television / Long Form - Single
Annual ID
OS_FI17010G
About the Work
The purpose of the 2012 campaign for Paralympics was to change the public’s perception of disability, showing it’s not just about getting people to watch the Paralympic Games, but to change their view on Paralympics. This year’s campaign is a follow-on from the 2012 campaign, though not intended to better it. Again, the brief was to change the global perception of disability - far more than an advert to simply get viewers to watch the Paralympic Games. This year's campaign 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. The campaign was used globally to spread awareness and drum up enthusiasm. Every Paralympics athlete was shown the ad when they arrived in Rio for the Games.
2017 Awards
Total Points: 25
Gold Pencil
Credits
Agency
4creative / London
Production Company
Blink / London
Art Director
Andy Kelly
Creative Director
Alice Tonge
Director
Dougal Wilson
Executive Creative Director
Chris Bovill
John Allison
Producer
Ewen Brown
Agency Producer
Shananne Lane
Cinematographer
Daniel Landin
Creative Team
Dougal Wilson
Jolyon White
Richard Biggs
Alice Tonge
Related Awards
