Special Cheers Of Home

BRONZE Best digital-led brand experience & activation
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Agency

TBWA Kuala Lumpur

Client

U Mobile

Product/Service

Telecommunications

Brief

The Special Olympics provides sports training and competition to athletes with intellectual disabilities. As Malaysia’s Special Olympics Athletes prepared to compete in the 2023 Berlin World Games, U Mobile aimed to rally the nation’s support. However, unlike our professional national athletes, they’ve rarely experienced the thrill of receiving cheers from our home supporters, mainly due to their unique conditions. So, how could we demonstrate the unwavering support of home when their senses are so easily overwhelmed?

Solution

Understanding that people with intellectual disabilities can be triggered when overwhelmed, we used technology and ultra-fast 5G connections to give our Special Olympics Athletes a personal experience of home support. Sound, light and visuals of the projected cheers were all controllable, creating an immersive and adaptable experience with a crowd of volunteer supporters.

From there, we then transformed digital billboards everywhere into a platform to showcase home support LIVE. We first raised awareness for the upcoming Special Olympics World Games and as people started noticing our message, we called on them to tweet their support with #UnbeatableTogether and #MyUnbeatableTeam. As the tweets came in, we turned them into larger than life cheers that were proudly shown on digital billboards to encourage even more Malaysians to join in and empower our athletes with the cheers of home supporters.

Credit

Chief Creative Officer: Yee Wai Khuen

Deputy Executive Creative Director: Fazlee Sabbaruddin

Creative Director: Mo Nazmi

Associate Creative Director: Kenny Pang

Art Director: Kenny Pang, Koh Xian En

Copywriters: Chow Jann Rong, Mariana Lim, Chan Boon Haw

Designers: Koh Xian En, Chloe Chai, Lee Yen Yee, Liew Ying Tong

Executive Producer: Noelle Goh, Nisha Khirudin

Senior AV Producer: Lee Boon Hsin

Junior AV Producer: Mujib Abdullah

 

New Business Director: Theresa Arthur

Brand Director: Bruce Wong

Brand Executive: Lok Yong Kang

Production House: Mojo Films

Executive Producer: Phoo Keng Hui

Director: Barney Chua

Producer: Sare Raman

Assistant Director: Mohd Zekri Mazlan

DOP: Aidil Razali

Camera B: Abdul Hadi

Camera C: Mohamad Farhan Syaza

Offline Editor: Mohd Zekri Mazlan

Online Editor: Moon Chong

Photography Studio: Studio DL Photography

Photographer: David Lok

Photographer Assistant: Liew Chee Hoe, Nor Asheekin Binti Khairuddin, Choo Chon Jeat

Producer: Yen