Britain houses some of the best Paralympic talent in the world; herculean achievements in every event, bringing gold and glory home. So why don’t we hear about it?
Paralympic athletes only receive 10% of the coverage that Olympians do and suffer bullying and prejudice every day.
We want to change that, fuelling TeamGB with Nestlé Cereals, we want to encourage the nation to switch on, tune in, and BRING THE CHEER.
As creative lead, co-producer and director, I developed the creative concept and built a vast social campaign championing our para-athletes and making Cheerios a headline partner of Paris 2024.
The campaign included a hero film, a thank you film, and unique films made about, and in collaboration with, our five athlete partners, including a one-take, a western/stand-up mashup and an underwater immersive.
Additionally the campaign included an AR filter, race-day support posts, Instagram stickers and calls to action for the campaign hashtag, the on-pack promotion and support for TeamGB.
Bring The Cheer made the Paralympic games the season of Cheerios, it was noted for excellence in The Drum and brought the nation together in support of ParalympicsGB.
