SPECIAL OLYMPICS
SPECIAL
“Special” is an outdated way to describe people with intellectual disabilities, yet, it is the perfect way to describe Special Olympics.
So we teamed up with Special Olympics to help reclaim the word.
Because special isn't what we are.
It's what we do.
Made @ Barrett Hofherr with:
Creative Directors - Jamie Barrett & Todd Eisner
Copywriter - Liam Berg
Art Directors - Michael Simon & Daisy Serafini
Director - Matt Palmer
***Best Public Good & Gold / Indie Awards 2023
***Mosaic Award & Gold / SF Addys 2023
***Editor's Pick / Adage
"SPECIAL"
BONUS CUT
While recording the main spot we asked each athlete "what special meant to them."
Then we wondered why we spent so much time writing a script.
THE SPECIAL REPORT
We also created The Special Report, an interview series where Special Olympics athletes conduct interviews with their sports icons.
The series now has 20+ interviews with some of the biggest names in sports and has truly taken on a life of its own.
Not to mention, Ryan (a frequent host) told us that he found out what he wants to do for the rest of his life.
OOH
MORE SPOTS
BEHIND THE CURTAIN
All of the photos in the spot were taken by Special Olympics athletes on disposable cameras that we distributed at the June games.
This is a small sample of the hundreds of photos they took.
Every part of the campaign leads to the URL DoSomethingSpcial.org, where interested folks (possibly you) can volunteer or donate, and aspiring athletes can join the family that is the Special Olympics.