Special Cheers Of Home

Agency

TBWA Kuala Lumpur

Client

U Mobile

Product/Service

Telecommunications

Brief

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?

Solution

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.