What is it about
Creating differently shaped weights to make gyms inclusive for people with limited mobility
Credits
Art - Serhii Kostenko
Copy - Riona S Roy
Awards
- D&AD Young Blood: Wood Pencil
- Creative Conscience: Bronze
- MAD Stars: Honnor
The core insights behind the campaign
The mechanics of executions imcluding product innovation, app, and social
The focus on social media
BACKSTAGE STORIES
Most of the campaigns that target or attempt to resolve the challenges of people with disabilities could be a bit ridiculous. In some cases, art directors just put videos of inspiring athletes from para Olympics and think they have done their job.
Others go a bit further and try to create deodorants for people with disabilities, but do you really think that is the biggest struggle in their lives?
Therefore, as a student and actually target audience I desired to do something that can benefit both sides - brand and people who can finally use something to improve their lives.