TBWA Kuala Lumpur
U Mobile
Telecommunications
The Special Olympics provides sports training and competition to athletes with intellectual disabilities. As Malaysia’s Special Olympics Athletes prepared to compete in the 2023 Berlin World Games, U Mobile aimed to rally the nation’s support. However, unlike our professional national athletes, they’ve rarely experienced the thrill of receiving cheers from our home supporters, mainly due to their unique conditions. So, how could we demonstrate the unwavering support of home when their senses are so easily overwhelmed?
Understanding that people with intellectual disabilities can be triggered when overwhelmed, we used technology and ultra-fast 5G connections to give our Special Olympics Athletes a personal experience of home support. Sound, light and visuals of the projected cheers were all controllable, creating an immersive and adaptable experience with a crowd of volunteer supporters.
From there, we then transformed digital billboards everywhere into a platform to showcase home support LIVE. We first raised awareness for the upcoming Special Olympics World Games and as people started noticing our message, we called on them to tweet their support with #UnbeatableTogether and #MyUnbeatableTeam. As the tweets came in, we turned them into larger than life cheers that were proudly shown on digital billboards to encourage even more Malaysians to join in and empower our athletes with the cheers of home supporters.
Chief Creative Officer: Yee Wai Khuen
Deputy Executive Creative Director: Fazlee Sabbaruddin
Creative Director: Mo Nazmi
Associate Creative Director: Kenny Pang
Art Director: Kenny Pang, Koh Xian En
Copywriters: Chow Jann Rong, Mariana Lim, Chan Boon Haw
Designers: Koh Xian En, Chloe Chai, Lee Yen Yee, Liew Ying Tong
Executive Producer: Noelle Goh, Nisha Khirudin
Senior AV Producer: Lee Boon Hsin
Junior AV Producer: Mujib Abdullah
New Business Director: Theresa Arthur
Brand Director: Bruce Wong
Brand Executive: Lok Yong Kang
Production House: Mojo Films
Executive Producer: Phoo Keng Hui
Director: Barney Chua
Producer: Sare Raman
Assistant Director: Mohd Zekri Mazlan
DOP: Aidil Razali
Camera B: Abdul Hadi
Camera C: Mohamad Farhan Syaza
Offline Editor: Mohd Zekri Mazlan
Online Editor: Moon Chong
Photography Studio: Studio DL Photography
Photographer: David Lok
Photographer Assistant: Liew Chee Hoe, Nor Asheekin Binti Khairuddin, Choo Chon Jeat
Producer: Yen
