European Youth Games PSA Advertising agency JWT Milan (part of WPP group of companies) has created a television advertisement as part of publicity efforts for the Special Olympics European Youth Games that will be held September-5 October 2006, in Rome, Italy. The aim of the Youth Games is to encourage young people between the ages of 12 and 21 with and without intellectual disabilities to break down barriers and forge new friendships to help build a more welcoming and inclusive society. "Playgrounds" (30 secs.) High-Res Windows Media Video file, 7MB Making of "Playgrounds" High-Res Windows Media Video file, 15+MB The unique execution of the commercial, coordinated by Mercurio Cinematografica, involved more than 10 directors and film crews working independently in different countries to capture footage of sports fields, football pitches, swimming pools and basketball courts. Featuring music made famous by The Who, the film reveals a variety of situations where youth have climbed through, over and around barriers for the sheer joy of playing their favorite sports. The final 10 seconds of the advertisement were shot on location during the Special Olympics Italy National Games in Rome in 2005 by director Maki Gherzi. The advertisement features Special Olympics Italy athlete Emanuele Venuti, 20, and volunteer partner Diego Santilli, 18. The advertisement, focusing on the barriers that youth often have to overcome to play sports, is based on the strategy of convincing young people that Special Olympics embodies an ideal relationship between youths with and without intellectual disabilities. The overall goal of the advertisement is to connect the life of the viewer with the lives of Special Olympics athletes, initiate a change in the viewer’s perception regarding individuals with intellectual disabilities and the larger social barriers that they face, and, begin to translate tolerance into active participation. "We are hugely grateful to the team at JWT Milan for creating a pro-bono advertisement that communicates the fact that young people with and without intellectual disabilities have many things in common — in this case the common need to overcome barriers," said Michael Smith, managing director, Special Olympics Europe/Eurasia. "Breaking down attitudinal barriers between young people with and without intellectual disabilities is, we believe, the first important steps towards acceptance, respect and friendship, and this is beautifully expressed in the JWT advertisement," he said. The advertisement was created and developed pro bono by JWT, and its TV department Moviefarm, and produced by Mercurio Cinematografica in Milan. The idea for the advertisement came from JWT Associate Creative Directors Flavio Mainoli and Paolo Cesano. Executive Creative Director for JWT is Pietro Maestri. The overall project was coordinated and managed by Sandra Harrison, General Manager, JWT Milan. * Note that these are very large files that may require correspondingly long download times. Return to European Youth Games main page