Mid August sees The National Paralympic Committee of Slovenia launch a major campaign ahead of Rio 2016 Paralympic Games based around the idea that ‘the body knows no boundaries’.
Powerful and stylised athlete-action creative blends with the theme of obstacles only being in athletes’ heads.
The campaign is fronted by several of Slovenia’s Paralympic hopefuls: including sitting volleyball player Lena Gabrscek, boccia player Natalie Finkst, swimmer Darko Duric, para-triathlete Alen Kobilica and hand-cyclist Primoz Jeralic.
In addition to supporting print executions, the campaign is spearheaded by a 54-second YouTube video.
In addition to the central film, there are separate cut down spots focusing on each of the individual athletes featured-including Alen Kobilica,
Darko Đuric,
Lena Gabršček,
and Primož Jeralič.
‘Finally we can share a piece of our life as an athlete with a wider audience,’ comments Jeralic.
’People need to see that being an athlete with an impairment is not only carrying out recreational activity twice or three times per week, but a constant need to live for the sport if you want to achieve your goals.’
Developed with agency Bruketa&Zinic OM, the NPC Slovenia campaign aims not just to boost athlete exposure and promote some of the country’s Paralympic hopefuls, but it is also designed to be noticed by potential sponsors and donors.
Thus one of the campaign’s objectives is to attract commercial partners looking to ‘build a story about success, collaboration and reciprocity’.
‘I wish that through the campaign, which is superior craftsmanship, people with impairments will recognise that life with impairments is not the end. Instead, it is the opening of a new chapter. At the beginning, it is difficult. But it is necessary to grit your teeth and trust in yourself and your abilities,’ explains Bruketa & Zinic OM creative director Nikola Zinic.
‘The idea for the campaign emerged from talks with Slovenian Paralympic athletes when we realised that is really all in the head. The decision in which direction you will go in life depends largely on the way of thinking. This insight led us through the entire campaign.’
‘We wanted to send the message – if you are strong in your head, you can overcome all obstacles in life. We also wanted to connect that message with sport and tell the story of Slovenian Paralympic athletes as people who are mentally strong and firm, and who achieve superior results regardless of physical disability. The body is not a problem, but rather what is in the head.’
Comment:
Whilst it is slightly more stripped back, this campaign certainly has echoes of Channel 4’s award-winning ‘Superhumans’ campaign for the London 2012 Paralympics (see previous case study).
It shares a similarly stylish visual approach and a strident, ‘no limits’ tone.
Such a striking campaign deserves to attract interest from potential partners and we hope that it achieves its objectives.
After all, this is clearly a property owner / agency combination that is demonstrating that it understands the value of its assets and the power of story-telling.
Which brands wouldn’t want to work with such an organisation and such athletes?
Links:
NPC Slovenia:
http://www.paralympic.org/slovenia
Bruketa & Zinic OM
Rio 2016 Paralympics:
http://www.paralympic.org/rio-2016/about-us?gclid=CPi2gpiTtccCFS3MtAodvl8ExA
