Tweet Out Loud

MERIT Best use of digital screens: Campaign
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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. In the lead-up to the 2023 Special Olympics World Games in Berlin, the Malaysian Special Olympics Team, despite their remarkable talent, were seemingly forgotten as they had limited support due to a lack of awareness. U Mobile wanted to change this narrative and unite the nation in support of these exceptional athletes. But with their training behind closed doors and the event taking place overseas, we faced a unique challenge: How could we show the athletes that the entire nation stood behind them?

Solution

We transformed digital billboards everywhere into a platform to showcase Malaysian support LIVE. We first raised awareness for the upcoming Special Olympics World Games by running out of home ads showcasing our athletes in action. As people started noticing our message, we then 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 cheer our athletes on.

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

 

Photography Studio: Studio DL Photography

Photographer: David Lok

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

Producer: Yen

 

Media: BPN

Business Director: Allen Phang

Media Manager: Alvin Yow

Manager: Yee Hook Keong

Assistant Manager: Jamil Iskandar