Title | CROSSABILITY |
Brand | SALVADOR ASSOCIATION |
Product/Service | SALVADOR ASSOCIATION |
Category |
B13. Not-for-profit / Charity /Government |
Entrant
|
PARTNERS Lisbon, PORTUGAL
|
Idea Creation
|
PARTNERS Lisbon, PORTUGAL
|
Production
|
GARAGE Lisbon, PORTUGAL
|
Credits
Ivo Purvis |
Partners |
Executive Creative Director |
Pedro Lima |
Partners |
Creative Director |
Vasco Thomaz |
Partners |
Creative Director |
Miguel Santos |
Partners |
Designer |
Francisco Magalhães |
Partners |
Producer |
João Pereira |
Partners |
Planner |
Write a short summary of what happens in the film
12 crossfit athletes are submitted to the "toughest workout ever" in a new sport called CrossAbility. 3 different exercises inspired by the obstacles disabled people have to go through every day to get to public spaces.
Cultural/Context information for the jury
The lack of accessibility for handicap people in Portugal is a big problem. Although European legislation rules that public spaces have to be accessible for disabled people. The truth is that more than 86% doesn’t follow the rules. Associação Salvador wanted to increase the public awareness for this problem and pressure politics decision makers to change the current scenario.
Crossfit is a worldwide phenomenon with more than 13000 gyms across 120 countries worldwide. The strategy was to use the strength of this community very engaged in the mobility topic to ignite a conversation about the lack of it.