The Challenge
The Paralympic Games have grown into a global sporting event, yet many still mistakenly view them as an “inclusion event” rather than an elite competition. Paralympians are often unfairly seen as “participants,” while Olympians are hailed as “competitors.” This perception undermines the athleticism and prestige of the Games. Our objective was to get more people around the world to watch the Paris Paralympic Games. So we started by understanding what was stopping people from watching. Through interviews with Paralympians, the general public and extensive desk research we uncovered that many people view the Paralympic Games as a ‘feel good’ participation event, designed to give disabled athletes a ‘chance’ - instead of an elite and fierce sporting competition. Our strategy was to address these misconceptions head-on, rather than shy away from the uncomfortable truth, with an impactful film that showcases the edge-of-your seat sports on show at the Paralympics.
The Solution
Our film juxtaposes the soppy expectations and misconceptions people have about the Paralympic games with the hard hitting reality of Paralympic competition. Starting in a dream-like animated world where athletes run, jump, fence, and paddle, we see loveable characters travelling hand-in-hand through a fantastical Paris. They frolic among fluffy clouds, flowers, and bright colours, all set to the sound of Paul McCartney’s anthem, “We All Stand Together”. This saccharine picture of the Paralympics is then suddenly shattered as British Paralympic taekwondo athlete Amy Truesdale is kicked in the chest and crashes to the mat — the message comes across loud and clear, “They’re not playing games”. The animated world is then juxtaposed with the harsh reality of competitive sports as we experience the grunts, clashes, sweat, and triumphs of the true athletes that the Paralympians really are.
