| Creative Circle 2017 | ||
|---|---|---|
| General | Best Integrated Campaign | Bronze |
| Digital | Best Digital-led Campaign (campaign) | Bronze |
Brand: Duchenne Uk
Entrant: Wcrs
Agency: Wcrs
Director: George Belfield
Executive Creative Director: Billy Faithfull
Creative: Conrad Swanston
Creative: Alex Bingham
Strategist: Stuart Williams
Account Director: Archie Tollast
Account Director: Vicky Janaway
Agency Producer: Joseph Pawsey
Agency Producer: Alex Honnor
Designer: Howard de Smet
Synopsis:
Duchenne is a muscle-wasting disease with poor public understanding. Duchenne UK wanted to boost awareness to grow fundraising potential and support for clinical trials. As a short-cut into the disease, we reframed sufferers as The World’s Strongest Boys, recognising their incredible inner strength. We used this language to create a fundraising brand that behaved like a sportswear brand. Clickbait films featuring sportspeople performing incredible feats of strength pulled people into our website, where a film introduced something far stronger – 10-year-old Alex, one of the World’s Strongest Boys. Here people could buy branded sportswear and sign-up to our fitness events.
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.du... 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.