Duchenne UK: Strenthen the movement
Media Type:
Film
Brand
Agency
Country:
Industry:
Duchenne Muscular Dystrophy (DMD) is a genetic muscle-wasting disease that almost exclusively affects males. There is currently no cure and in most cases boys do not live beyond their twenties. While the degenerative condition makes the boys physically weak, having to live with this reality makes them incredibly strong; in a sense they are the World’s Strongest Boys. We wanted to draw attention to these boys’ strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength. The brand’s launch campaign enlists a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength which, shared via the sports stars’ social channels, then direct the public to a website, https://worldsstrongestboys.duchenneuk.org, where a 60-second film reveals the true identity of the World’s Strongest Boys, shown through the eyes of 10-year old DMD sufferer Alex Hallam.
Credits
Advertising Agency:
WCRS, London, UKExecutive Creative Director:
Billy FaithfullDesign:
Howard de SmetStrategist:
Stuart WilliamsEditor:
Vid PricePost Producer:
Kathryn WiggingtonColourist:
Houmam AbdallahAudio Production:
750mphCampaign Photography:
Kuba WieczorekDate:
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