Cannes Lions

COKE ZERO

WIEDEN+KENNEDY AMSTERDAM, Amsterdam / COCA-COLA / 2010

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By giving people real Coke taste with zero sugar, Coke Zero has challenged the status quo to redefine what’s possible. The Zero Academy is a series of short documentaries honouring outstanding individuals who share Coke Zero’s mindset of refusing to conform to rules and limitations. By challenging themselves, they’ve shown the world that anything can be done when you demand the impossible. In this film, we meet Aaron ‘Wheelz’ Fotheringham, an 18 year old extreme wheelchair athlete from Las Vegas. Born with a spinal chord defect, Aaron never liked the idea of being limited. Instead, at age 8 he began dropping in at skate parks with his wheelchair. He started mastering progressively more difficult tricks - carves, power-slides, 180s and hand-plants - but what’s earned his place in history is landing the first-ever wheelchair backflip. Aaron keeps grinding through impossibility by competing along side the skateboarders and BMXers in the world, and giving inspiration to young athletes in a similar situation, while developing his own line of competitive wheelchairs to establish ‘hardcore sitting’ as a credible discipline.

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