TBWA Kuala Lumpur
U Mobile
Telecommunications
The Special Olympics provides sports training and competition to athletes with intellectual disabilities. In the lead-up to the 2023 Special Olympics World Games in Berlin, the Malaysian Special Olympics Team, despite their remarkable talent, were seemingly forgotten as they had limited support due to a lack of awareness. U Mobile wanted to change this narrative and unite the nation in support of these exceptional athletes. But with their training behind closed doors and the event taking place overseas, we faced a unique challenge: How could we show the athletes that the entire nation stood behind them?
We transformed digital billboards everywhere into a platform to showcase Malaysian support LIVE. We first raised awareness for the upcoming Special Olympics World Games by running out of home ads showcasing our athletes in action. As people started noticing our message, we then 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 cheer our athletes on.
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
Photography Studio: Studio DL Photography
Photographer: David Lok
Photographer Assistant: Liew Chee Hoe, Nor Asheekin Binti Khairuddin, Choo Chon Jeat
Producer: Yen
Media: BPN
Business Director: Allen Phang
Media Manager: Alvin Yow
Manager: Yee Hook Keong
Assistant Manager: Jamil Iskandar
