Cannes Lions
TBWA\NEBOKO, Amsterdam / FONDS GEHANDICAPTENSPORT / 2018
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Description
We see how a swimmer dives in a swimming pool. He moves through the water with powerful, determined strokes. His performance grows more impressive as we realize that he misses both legs. A text appears: ‘Think this is impressive?’ Followed by: ‘How about this?’
The film goes back in time where we see the same man. This time he’s in a wheelchair, struggling to open the front door of a building. Throughout the rest of the film we see how he overcomes various hurdles in the swimming pool complex. The stairs, the locker room, the shower. It's a challenging road before he eventually arrives at the starting block, ready for his actual sport. A text appears: ‘Let's make sports accessible to everyone.’
In the film we open the eyes of the ‘naïve’ viewer. We play on what is already deemed impressive, and then highlight the bigger, yet unknown achievement.
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