Y&R Mexico focus on shared humanity and inclusion in touching new film
This National Siblings Day (today), Special Olympics and Y&R Mexico have developed a new film to promote inclusion of people with intellectual disabilities, by telling the story of two brothers joined not only by blood but by shared passions of sport and competition. The only difference between them? They were born seconds apart. The spot emphasizes Special Olympics’ belief that when we take the field, our differences fade away, revealing only our shared humanity.
The story of sibling unity and inclusion is at the heart of Special Olympics. It was the isolation and mistreatment of Rosemary Kennedy, the intellectually-disabled sister of the Kennedy clan (which featured a United States president and two senators) that prompted her sister, Eunice Kennedy Shriver, to take up the fight for those with intellectual disabilities. Thanks to the special bond between Rosemary and Eunice, Special Olympics was born.
That story is re-imagined for today’s global audience, with a new brand emphasis on complete inclusion for people with intellectual disabilities through athletics, health, education, civic roles, and entertainment. This film is part of the lead up to a larger brand campaign that will formally launch next year around the organization’s 50th Anniversary.
Senior Planner:Adrian Morales
Planning VP:Natalia Verrio
Head of Art:Luis Enriquez
Director of Production:Juan Pablo Osio
General Creative Director:Karla Santa Anna
Creative VP:Saúl Escobar
Creative Director:Luis Enriquez, Rodrigo Casas
Creative Agency:Y&R Mexico
CEO: Héctor Fernández
Associate Creative Director:Marco de León , Rurik García
Account Supervisor:Maricela Magaña
Account Executive:Carolina Hernández
Music and Sound
Original Composition:Peter Van Uytfanck, Michael Mooney & Nicola Ormiston
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