Adrenalinico, ruvido e con una colonna sonora che entra nella testa come un tarlo, la Campagna di Channel 4 dedicata ai Giochi Paralimpici sfida i luoghi comuni e le attitudini paternalistiche che di solito accompagnano queste comunicazioni.
Molto distante dalla stilistica narrazione che BBC ha fatto di Paris 2024, sembra aver appreso la lezione di Coordown, chiedendo agli spettatori di considerare gli atleti paralimpici come una vera e propria élite, non persone che cercano di superare le loro disabilità.
Intitolata ‘Considering What?’, la campagna è stata ideata da 4Creative, l’agenzia in-house del broadcaster, e stravolge gli atteggiamenti degli spettatori dei Giochi Paralimpici che, pur con tutte le buone intenzioni, non riescono ancora a vedere gli atleti per quello che sono, dei fuoriclasse.
Il film si prende quindi 2 minuiti e 20 secondi per dimostrarlo seguendo tre principi della fisica che governano il mondo: gravità, attrito e tempo.
La campagna è frutto di una ricerca commissionata da Channel 4 da cui si evidenza che il 59% degli spettatori guarda le Paralimpiadi per vedere atleti che superano le proprie disabilità, mentre solo il 37% le considera in tutto e per tutto una competizione sportiva.
Credits
Brand: Channel 4
CMO: Katie Jackson, Zaid Al-Qassab
Marketing Director: Amber Kirby
Marketing Lead: Anna Kerr
Marketing Executive: Alexandra Baker
Senior Planner, Strategy & Consumer Insight: James Hamilton
Brand Planner: Thomas Schofield
Sports Partnership Lead: Kate Clayton
Creative Diversity & Disability Lead: Ally Castle @ Ideally Consulting ltd
Disability-led inclusive marketing agency: Dom Hyams (Client Director) and Dani Roberts (Campaigns Director) @ Purple Goat
Agency: 4creative
Executive Creative Director: Lynsey Atkin
Creative Directors: Andy Vasey and Dan Warner
Creatives (FILM): Andy Vasey and Dan Warner
Creatives (OOH): Stuart Gittings and Reuben Dangoor
Director of Production: Miketta Lane
Executive Producer: Fiona Wright
Senior Producer TV: Lauren Holden
Production Manager: Hannah Jones
Production Assistant: Amelia Croom
Trainee Production Coordinator: Tehya Connery
Senior Producer OOH & Ident: Rory Maclean
Producer Social: Faye Adams
Head of Design: Rob Boon
Senior Designer: Aimi Awang
Designer: Dan Davies
Senior Project Manager: John Trevor
Head of Creative Operations: Olivia Jones
Production Company: Biscuit Filmworks UK X Revolver
Director: Steve Rogers
Exec Producer/Managing Director: Rupert Reynolds-Maclean
Head of Production: Emily Atterton
Producer: Simon Eakhurst
Production Manager: Luke Thornton
Director’s Assistant: James Murray
Director of Photography: Daniel Landin
Production Designer: John Henson
1st AD: Ben Gill
Wardrobe Stylist: Hannah Edwards
Hair and Makeup Artist: Natasha MacGowan-Spencer
Casting Director: Hannah Birkett
Editing Company: Work Editorial
Editor: Rich Orrick
Edit Assistant: Miles Watson
Edit Producer: Frankie Elster
Post Production: Time Based Arts
VFX Executive Producer: Sian Jenkins
Post producer: Mia Saunders
VFX Creative Director: Sheldon Gardner
VFX Lead: Matt Shires
Colourist: Simone Grattarola
Colour Assistant: Tom Matthews
2D Lead: Stephen Grasso
2D Artists: Judy Roberts, Mike Outlaw, David Thomas, Ross Ferguson, Valentina Bartiromo, Viola Bascombe, Jamie Crofts, Olivia O’Neil, Simon Melin, Lucy Lawrence, Liam Doyle, Sarah Breakwell
3D Artists: Teodora Retegan, Ihor Obukhovskyi
Audio Post Production: Factory
Sound Designer & Composer – Jon Clarke
Executive Audio Producer – Deborah Whitfield
Audio Post Production – Factory Studios
Guitar: Joshua Gibbard
Producer / Music Supervisor: Joshua Gibbard, Siân Rogers
Music Production Company: SIREN @ Factory Ltd
Publisher: SIREN Publishing Ltd
Voiceover: Nabil Shaban
OOH Agency: Curious
OOH Producer: Tom Gibson
OOH Photography: Dan Humphreys
OOH Retouching: Curious
OOH Retoucher: Rob Lanario
OOH CG Artist; Sam Swanborough
Media Agency: OMD
Mural credits
Creatives: Reuben Dangoor and Stuart Gittings
Marketing Lead: Anna Kerr
Snr Marketing Executive: Annie Flood
Producer: Faye Adams
Designer: Dan Davis
Artist: Florence Burns
Mural Production: Fever
Mural Painting: Global Street Art
Location: Village Underground, London.
