Portuguese Paralympic Committee Extends Ongoing #NoPity Initiative With ‘Dreams’ Commercial

Summer sees the Portuguese Paralympic Committee continue its ongoing #NoPity initiative with an inspirational new film about chasing almost impossible objectives called ‘Dreams’.

The spot, created in harness with agency FCB Portugal, follows a narrative story of a child with a disability who decides to chase the dream of becoming a Paralympic athlete, and explores the personal and sports challenges along the journey.

The public interest film is fronted by genuine athletes and para-athletes and aims to show precisely what it is like to chase and reach an almost impossible objective.

Running across Portuguese television and amplified across the non governmental organisation’s own digital and social channels (with further support from the agency)

The FCB Lisbon team on the campaign was led by creative director Edson Athayde and included art director Eduardo Tavares, plus copywriters Edson Athayde and Viton Araújo.

The production team was BRO Films and the spot was directed by Mario Patrocínio, produced by João Belmar and the photographer was Pedro Márquez.

Comment:

A brave move to launch a Paralympic promo amidst the clutter of FIFA World Cup campaigns – especially considering Portugal’s own profile and the presence of the worlds most famous and most marketable footballers Cristiano Ronaldo in its team.

This follows in the footsteps of another spot in the organisation’s ongoing ‘No Pity’ campaign from back in 2016 when one of Portugal’s best basketball shooters was invited to an ability/disability challenge: to shoot the ball on a backboard mounted on a crane, in front of hundreds of people.