ParalympicsGB / Partnership campaign
WE ARE LIMITLESS
Papa John’s needed to create awareness around their new partnership with ParalympicsGB. The aim of which was to generate £250k through fund raising ahead of the 2021 Paralympics in Tokyo, and ultimately pursue positive societal change.
We created the ‘We are Limitless’ campaign, a rallying cry that underpinned the partnership. As well as communicating the incredible calibre of the Paralympians themselves, it spoke of the challenges that they have faced to get where they are today and encouraged the public and Papa Johns staff to break boundaries with fundraising efforts.
The campaign was a roaring success, smashing all targets and raising over £250k for ParalympicsGB and inspiring young people with disabilities. Proving that when we put our mind to something, we truly are limitless.
Visual Identity System
PAPA JOHNS & PARALYMPICSGB
Bringing the Papa Johns and ParalympicsGB partnership to life through a bold campaign, “We are Limitless”, we enlisted the help of three brand ambassadors; Alice Tai, David Weir, and Alfie Hewett to help raise over £250k. Capturing a mammoth amount of content with the Paralympians over three days to help fulfil all of Papa John’s partnership needs for the next year and beyond.
Our typographic marque for the campaign used the word ‘limitless’ shattering to pieces, conveying the notion of breaking through, breaking records, and proving that against all odds, we can always break boundaries. This broken shard style formed the thread of the creative look and feel, giving the work a distinctive and dynamic aesthetic.
STYLE & SUBSTANCE
As well as shooting our Paralympians against green screen, we captured close-up action shots in blackened environments that formed sleek, stylised 15 and 5 second Sky Sports News idents as well as social content and paid ads.
“We are Limitless” went beyond just visual appeal. It had substance too. Telling truly inspiring stories through intimate, candid interviews with our athletes to provide an insight into the tenacity required to be a Paralympic champion, raise awareness of disabilities, and inspire the next generation.
Mini-brand guidelines were created to ensure consistency across all assets for the duration of the campaign. And with a strong digital presence, featuring on paid and organic Instagram, Facebook, and Youtube, we created a bespoke landing page for people to be driven to where they could discover more about the partnership and make direct donations.