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A Tale of Two Brothers to Celebrate Special Olympics and National Siblings Day

Y&R Mexico focus on shared humanity and inclusion in touching new film

A Tale of Two Brothers to Celebrate Special Olympics and National Siblings Day

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.

Creative Agency

Creative Agency: Y&R Mexico

Creative Director: Luis Enriquez, Rodrigo Casas

CEO: Héctor Fernández

Account Executive: Carolina Hernández

Senior Planner: Adrian Morales

Head of Art: Luis Enriquez

Associate Creative Director: Marco de León , Rurik García

Account Supervisor: Maricela Magaña

Director of Production: Juan Pablo Osio

Creative VP: Saúl Escobar

Planning VP: Natalia Verrio

General Creative Director: Karla Santa Anna

Production Company

Production Company: Oxigeno

Director: Kike Maíllo

Production Director: Sonia Uribe


Original Composition: Peter Van Uytfanck, Michael Mooney & Nicola Ormiston

Music Production: Studios Apollo

Producer: Gabriel Gagnon

Category: Events , Sports and leisure

Genre: People , Storytelling