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International Paralympic Committee: Wait For The Greats
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Viewers will get a first-person taste of what it's like to run a Paralympic 100 metres final as a vision impaired sprinter in a new campaign looking ahead to the Tokyo 2020 Paralympic Games. Called 'Wait for the Greats', the film is the first campaign created by adam&eveDDB since its appointment by the International Paralympic Committee (IPC) in 2019. The IPC briefed adam&eveDDB to help continue its mission to showcase how Para sport is transforming the lives of persons with disabilities - work which is given a huge boost every four years when a global cumulative TV audience in excess of four billion people watches the Paralympics. With Tokyo 2020 now postponed until 2021, the IPC wanted to find another way to continue the momentum and keep the spotlight on Para athletes. The answer was to look forward to the greatness coming next year, but with a twist – showing it from the perspective of David Brown, the fastest fully blind sprinter in the world, running 100 metres in under 11 seconds, and a competitor at the London 2012 and Rio 2016 Paralympics. For 17 seconds, we experience the world as David did during the men’s 100 metres T11 final in Rio – the sounds of the crowd, in-race commentary from Jerome Avery, David’s guide runner, as well as David’s feelings. The whole time, the screen is almost totally black, to give viewers an idea of the extent of vision impairment experienced by T11 competitors.
Chief Brand & Communications Officer: Craig Spence |
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