Special Olympics Northern California (SONC) and advertising agency Barrett Hofherr are launching an awareness campaign demonstrating how Special Olympics brings people together in ways that erase lines of division and isolation. The “Do Something Special” campaign launched on June 23, in conjunction with the organization’s annual flagship event, the 2023 Summer Games in Santa Clara, Calif.
The spots, including this longer form piece, address the preconceived notions of what it’s like to live with an intellectual disability and feature real athletes reclaiming the word “special” as a thing of power: “Special isn’t what we are. It’s what we do.”
“The word ‘special’ has become a label that too often marginalizes when it’s meant to celebrate,” said Jamie Barrett, founder of Barrett Hofherr. “This campaign–and more specifically the athletes themselves–seeks to confront that misperception head on.”
Matt Palmer directed via production company Avocados & Coconuts.
CreditsClient Special Olympics Northern California Agency Barrett Hofherr Jamie Barrett, chief creative officer; Todd Eisner, executive creative director; Michael Simon, Daisy Serafini, art directors; Liam Berg, copywriter; Conor Duignan, head of production; Marianne Lawler, sr. producer; Amie Chan, head of strategy; Kiersten Hazard, sr. strategist; Dora Beilin, social strategist. Production Avocados & Coconuts Matt Palmer, director; Dalia Burde, exec producer; Gabrielle Occhipinti, production coordinator; Drew Kass, DP. Postproduction Avocados & Coconuts Gaby Scott, editor; Jessica Kenney, post producer. Music Heavy Duty Sound Design & Mix M Squared Hayley Kay, Mark Pitchford, sound engineers. Color Grade Legion Xander Schwab, colorist.
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