Citibank
Tokyo 2020 Paralympics
We’re often told that “it’s rude to stare.” Especially at anyone with a disability. But the Team Citi athletes heading to the Paralympic Games demand the world keep its eyes firmly on them and their accomplishments.
An international 360 campaign appearing in 14 different languages, featuring 48 Para athletes from 21 countries.
Campaign Concept · Scripts · Production Briefs · Internal Comms (Athletes, Aides, Translators) · Print & OOH · Social Copy
Copywriting included briefs and internal comms for Team Citi athletes, translators, disability aides, and the production team— materials for a two-week shoot in Dubai capturing stills and motion of Para athletes in action, interviews in English and their native language, and portraits with their national flags.
Bespoke headlines in print, OOH, display, and social copy for a whopping 48 Para athletes from 21 countries were also transcreated and QC’ed in 14+ languages for regional markets.
After postponement due to the Covid-19 pandemic, the Tokyo 2020 Paralympic Games took place the following year, 24 Aug — 5 Sep 2021.
During Lockdown
The 2020 Games were postponed due to the global Covid-19 pandemic. In the meantime, we created more spots to show how Citibank kept their support going for the National Disability Institute and all of the Team Citi athletes.