Martin Rodahl, who made one of his initial career marks when selected for SHOOT’s 2012 New Directors Showcase, directed, produced and edited this Special Olympics Illinois’ PSA titled “Different Like Me.” The spot features real athletes practicing various sports as their voices recite a poem that speaks to their respective journeys as Special Olympians. All aspects of the production, from concept to editorial, were handled by 71 Degrees North.
Rodahl said of the piece, “As far as unique challenges, working with real athletes with a variety of intellectual disabilities was both challenging and rewarding. Ultimately no one can tell their own story like the athletes themselves.
Credits
Client Special Olympics Illinois Production Company/Creative 71 Degrees North Martin Rodahl, director/editor/producer; Neha Datt Schultz, executive producer; Jason Chiu, DP; Christina Honan Swan, copywriter. Audio Design & Mix Noise Floor Cory Coken Music Audiocastle Color Nolo Digital Film
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
