Cannes Lions
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, Tel Aviv / SPECIAL OLYMPICS / 2012
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We have produced this film In order to raise funds towards the 2011 Athens Olympics for athletes with mental retardation.We've decided to use the fact that national anthems are sung in the Olympics after winning, by that letting one of the athletes from the Olympic delegation – Elad Gevandschneider, Israel's Tennis champion sing Israel's national anthem. The way the Elad sang the anthem – forgetting words and sinning out of tune emphasized the fact that before anything – He is an athlete.
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