The Paris 2024 Paralympic Games are approaching and although they are a major sporting event, they attract less attention than the Olympic Games.
So, to change the way people look at paralympic sports, telecommunications company Orange, a premium partner of the Paris 2024 Games, has launched a campaign to show that the greatest performances aren’t always where you expect them to be, and to encourage as many people as possible to let themselves be carried away by sporting emotions whatever they may be.
With the powerful and inclusive message “When you love sport, you love sport,” Orange and Publicis Conseil have created a visual experience in this film–produced by Prodigious–by juxtaposing the men’s T13 1500m final at the Rio 2016 Paralympic Games with that of the Olympic Games of the same year.
The images are identical in every way, the tension at the start of the race, the suspense right up to the finish line and the explosion of joy right afterwards, yet there is a difference in this film: 1.71 seconds.
At the end of the race, the film reveals a surprising truth: for the first time in history, a para-athlete finished 1.71 seconds ahead of the Olympic gold medalist.
And that’s not all; there are four para-athletes in total who achieved a better time than the Olympic champion.
This revelation highlights the excellence and exceptional performance of Paralympic athletes, defying all expectations and redefining the limits of sport.
CreditsClient Orange Agency Publicis Conseil Agathe Bousquet, CEO, Publicis Groupe France; Marco Venturelli, CEO, Publicis Conseil, chief creative officer, Publicis Groupe France; Romulus Petcan, Gabriel Gherca, creative directors; Vincent Teffene, artistic director; Antonin Jacquot, copywriter; Sarah Lemarie, creative strategy lead; Theo Tiret, Sophie Caron, strategic planning. Production Prodigious Olivier Guillou, head of production; Maxime Singer, Joel Tessonneau, sound production; Veronique Quemere, Valerie Chelle, coordination; Xavier Pichot, casting; Franck-Herve Marc, Pierre-Arthur Goulet, head of postproduction; Pierre-Hadrien Bardeau, Nicolas Carbon, editing; Lise Dorsemaine, calibration. Music Track Title: “Synthetic Burn”; Markus Gleissner (BMI) 100%, compositor; Ed.Berlin Production Music / Universal Production Music GmbH [GEMA] 100%, publishers. Album: Into the Future
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More