Special Olympics
Yeah, I am Special
Special.
In sports, the word is ultimate compliment. We use it to describe exceptional plays, the most talented athletes, and you-had-to-be-there moments. But when it comes to athletes with disabilities, the definition changes.
We set out to reclaim the word “special” and restore it’s true meaning for millions of athletes with disabilities around the world.
It started with a merch launch and the first ever Times Square out-of-home featuring Special Olympics athletes. We followed that up with a film with the voice of sportscaster Stephen A. Smith. Before we knew it, athletes from across the professional sports world were spotted in our sweatshirt — from Damian Lillard, to players on the Houston Texans, to professional WWE wrestlers.
It all came together to lead to record merch sales and traffic to the Special Olympics webpages. But most importantly? We made 8 million athletes with disabilities proud to say: Yeah, I am Special.
Credits:
Agency / Tombras New York
ECD / Avi Baliga
ACD - Copy / Myself
ACD - Art / Christine Petrosky