WORK FOR GOOD CUT - PRINT (OUTDOOR)

The Unofficial Discipline - ottobock.
ottobock.

Shortlist

Title:	The Unofficial Discipline
Brand:	ottobock.
Product/Service:	ottobock.
Client:	Ottobock SE & Co. KGaA
Agency:	PRESENCE
Production Company:	BWGTBLD
Editing Company:	mmp
Sound Company:	Staub Audio
Creative Director:	Malte Bülskämper, Lucas Schneider, Lukas Rohde
Title:	Casefilm
Title:	Onlinefilm
Title:	OOH Installations 1
Title:	OOH Installations 2
Title:	OOH Installations 3
Title:	OOH Installations 4
Release Date:	2024-08-26
Duration:	02:00
Individual Credits:	David Stephan - Chief Creative Officer
Individual Credits:	Alena Lorea Boack - Art Director Manfred Elias Knorr
Individual Credits:	Manfred Elias Knorr - Art Director
Individual Credits:	Tom Staples - Trainee Art Direction
Individual Credits:	Dina Dedic - Account Director
Individual Credits:	Nina Ivanova - Account Manager
Individual Credits:	Fanny Riegel - Strategy Director
Individual Credits:	Gustavo Kievel - Strategist
Individual Credits:	Marina Präger - Agency Producer
Individual Credits:	Martin Wider - VP Global Marketing
Individual Credits:	Hannah Grempe - Head of Global Brand Communication & Partnerships
Individual Credits:	Nicole von Bergen - Head of Gobal Customer Programs & Product Communications
Individual Credits:	Merle Florstedt - Head of Corporate Communications
Individual Credits:	Gesa Liss - Public Relations Managerin
Individual Credits:	Georgia Näder - VP Futuring Mediterranee & Business Transition
Individual Credits:	Jan-Alexander Wahl - Head of Global User Experience
Notes for Judging:	BACKGROUND (300words max) In 2024, the Paralympic Games in Paris showcase elite athletes competing across 23 official disciplines, but for millions of people with disabilities, everyday life can feel a hurdle race. They continue to face barriers every day that often go unnoticed. As the global leader in prosthetics, Ottobock wants to raise awareness about inaccessibility and spark important conversations around these ongoing challenges. CREATIVE IDEA (300words max) During the Paralympic Games 2024, Ottobock – together with the International Paralympic Committee - introduces The Unofficial Discipline, a symbolic new discipline that highlights the daily challenges faced by people with disabilities - such as broken elevators, stairs, and even prejudice. The campaign features strategically placed billboards and installations in inaccessible locations in Paris, alongside a powerful social media movement in which over 50 Paralympic athletes and ambassadors share their personal #UnofficialDiscipline.   INSIGHTS & STRATEGY (300words max) During our research, we discovered that Paris – the city hosting the Paralympic Games – is one of the least accessible cities. Building on this, we engaged in conversations with numerous para-athletes to identify the everyday barriers they face and must overcome. These insights fueled a bold communications strategy designed to spotlight these issues so disruptively that we quickly gained organic traction and sparked a global debate. We wanted to use this global stage in Paris during the Olympic and Paralympic summer to shine a spotlight on an important issue and make invisible barriers visible to the world. EXECUTION (300words max) Strategically placed at inaccessible locations across Paris, the OOH installations featured messages that quickly became the talk of the town and were picked up by international media. Overnight, new installations appeared at different locations, some hand-painted and individually tailored to each site, taking print craftsmanship to the highest level. At the same time, athletes and ambassadors launched a global movement on social media, with people around the world quickly joining in and sharing their personal "Unofficial Disciplines." A major campaign film highlighted the issues at hand while also empowering people with disabilities and society as a whole, encouraging them not only to recognize barriers but to work together to break them down. Great attention was also paid to craft and authenticity, as all statements in the film came from real interviews with Paralympic athletes.   RESULTS (300words max) The Unofficial Discipline becomes talk of the town in Paris and online, generating media coverage with a gross reach of 650 million and 100 million impressions through the digital campaign. It is discussed by major outlets like France2, France’s state news, Vogue, The Globe, and many more trade and consumer titles. More importantly, it makes people stop, reflect, and shift their perspectives on site in Paris, leads to a much needed conversation about inaccessibility and makes people living with disabilities feel seen and heard.
Additional Credits:	Production Company: BWGTBLD Executive Producer: Susa Ehlers Junior Producer: Amelie Geiss Director: Alex Goeke Photographer: Julien Barbès DOP: Arvid Kornstrand Editor: Matthias Graatz, Philipp Schneider Online Edit: Daniel Farkas, Andrej Gontcharov Grading: Julien Alary Sound Design & Mix: Moritz Staub @ Staub Audio Music Client: 2wei Music Casefilm Editor: Andrej Gontcharov Motion Design: Fabian Friedrich Sound Design & Mix: Dominik Novak, Lukas Fischer (Not A Machine) Voice Over: Manon Kahle Media:Pavot (Media agency) PR: Hooton (PR agency) Performance Marketing/Media agency: Lena Heitzer & Valentin Hungrichhaußen, Hungriger Hirsch Chief Brand and Communications Officer at International Paralympic Committee: Craig Spence Global Rollout:ctrlQS
Ad Net Zero Statement:	The carbon emissions of this piece of work hasn’t been measured. Nevertheless, sustainability aspects were also taken into account in the development and production of the campaign.