back to thedrum.com
CYGNUS has used the following skills/services in the project.
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.
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.
