A wheelchair bound woman faces a daunting task–making it down flights of stairs to get to the metro commuter train. However, this spot shows us that things aren’t always what they seem. The woman proves she isn’t bound to the chair. And the daunting task isn’t the mundane act of making it down the many stairs; instead it’s a gymnastics run which would be ambitious even for a totally able-bodied person.
The woman, whose legs are cut off just below the shins, does a handstand on her chair, then props herself onto the nearby staircase bannister and slides down it as her empty wheelchair bounces down the steps. She grabs onto a vertical pole extending from the bannister and swings her entire body around in loops, building momentum so that she can propel herself to a horizontal pole above the staircase. Like an Olympic gymnast she then loops repeatedly around the horizontal pole, her hands holding firm before she release herself further down the stairs, does a backflip in mid-flight and lands in the wheelchair.
This spot for the Netherlands’ national Disabled Sports Foundation was directed by Olaf van Gerwen via BijBrand, Amsterdam, for agency Van Walbeek Etcetera, Amsterdam, part of the DDB Worldwide family of shops.
The agency team consisted of copywriter Stan van Zon, art director Fido van der Vlies, creative planner Chantal van Wijnbergen and producer Patrick Nelemans.
“Sports can help disabled people to live their life much more easily–and that’s exactly what the message of this commercial is about,” said van Zon. “To make people aware that sports for disabled people is not just recreation, but most of all a necessity to cope with everyday barriers.”
He hopes this piece of communication will help inspire disabled people while serving as a fundraising catalyst for the Disabled Sports Foundation.
Paul Brand executive produced for BijBrand. The DP was Rutger Storm.
Editor was Kim Hinrichs who has recently gone freelance. Colorist was Gyorgy Balatoni of AVP, Amsterdam. Overseeing post and visual effects was AVP’s Meip Wijn.
Stunt supervisor was Willem de Beukelaer. Principal actress was Heidi Allemans.
Music composer/audio post mixer was Geert van Gaalen, a partner in Studio de Keuken, Amsterdam
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More