We created “The Unstoppables”, a group of under celebrated, elite Paralympic powerlifters who have done Nigeria proud in various global competitions. We looked for gold in the most unlikely places.

We created a film about The Unstoppables and aired it online and on traditional TV on the country’s independence day. The brand went beyond a communications campaign and renovated their training facilities. The campaign was supported by online posters as well.

The thinking was that if they could perform optimally with sub-par training facilities, perhaps they could even do far better if they had better facilities to train with.

• The online film got 1,000,000 views in its first week on Facebook

• We also had 4,000 shares on Facebook, that same week, and over 15 million impressions

• The Nigerian team composed of The Unstoppables won every single gold medal up for grabs at the recently concluded Gold Coast Commonwealth Games in Australia

• There is a rave of optimism about the Paralympians, with Tokyo 2020 rapidly approaching.