Cheerios — Bring the Cheer
Fuelling ParalympicsGB, and encouraging the nation to switch on, tune in and bring the cheer!
My Role: Creative Lead, Writer, Director
Scope: Film, Photography, Design, Social
Scope: Film, Photography, Design, Social
For Nestlé CPUK’s 2024 partnership with ParalympicsGB, I led the creative development of the social activation, creating a campaign that invited the nation to get behind the athletes.
I developed the concept, wrote and directed a brand film and five athlete films, and oversaw photography and design—bringing the work together under one distinctive campaign identity.
The Challenge
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.
Our task was to give Cheerios a meaningful role in the build-up to Paris 2024, creating social content that connected audiences with ParalympicsGB and encouraged them to show their support.
The Idea
An invitation to switch on, get involved and bring the cheer.
We built the campaign around the people behind the performances, giving audiences a chance to connect with their personalities, ambitions and stories. The brand film brought that invitation together, and five individual films told each athlete's unique story.
Not just five champions, but five unique personalities.
I wrote and directed each athlete film with its own tone and treatment, developed in collaboration with the athlete.
From a one-take to a western and stand-up mashup, and an immersive underwater film, the series used different forms to bring individual personalities into the campaign.
A shared creative direction connected the films, while giving each athlete room to stand out.
Bringing the cheer to the 'gram
Alongside the films, I oversaw photography and design, carrying Bring the Cheer across the social activation.
Athlete imagery, campaign graphics and supporting assets created a consistent visual presence before and during the Games. Race-day posts, Instagram stickers and an AR filter gave audiences further ways to participate, while calls to action connected the content with the wider partnership and on-pack promotion.
Results
75k+ organic reach
3.4k engagements
6% reported engagement rate
80%+ positive social sentiment
Achieved without paid media support.
The post-campaign review reported engagement and sentiment above benchmark, recognising the campaign’s “cost effective, high quality, emotional video content” and “consistent and eye-catching visual identity”.
