WE ARE UNDEFEATABLE

ClientSPORT ENGLAND
Category B01. Brand-led Education & Awareness
TitleWE ARE UNDEFEATABLE
Product/ServiceSPORT ENGLAND
Entrant FCB INFERNO London, UNITED KINGDOM
Idea Creation FCB INFERNO London, UNITED KINGDOM
PR FCB INFERNO London, UNITED KINGDOM
Production KNUCKLEHEAD London, UNITED KINGDOM
Production 2 FRAMESTORE London, UNITED KINGDOM
Production 3 SWERVE REPRESENTS LTD London, UNITED KINGDOM
Production 4 SOUNDTREE MUSIC London, UNITED KINGDOM
Production 5 TRIM EDITING London, UNITED KINGDOM
Additional Company AGE UK London, UNITED KINGDOM
Credits
Name Company Position
Owen Lee FCB Inferno Chief Creative Officer
Al Young FCB Inferno Creative Partner
Sharon Jiggins FCB Inferno Executive Vice President
Nikki Chapman FCB Inferno Director of Production
Sarah Lefkowith FCB Inferno Creative Director
Nicole Chen FCB Inferno Creative Director
Tom Lindo FCB Inferno Strategy Director
Lucy Turner FCB Inferno Senior Account Director
Josie Beaumont FCB Inferno Junior Copywriter
Sarah Bignell FCB Inferno Junior Art Director
Lara Ashman FCB Inferno Senior Account Manager
Imogen Armstrong FCB Inferno Strategist
Hanna Davis FCB Inferno Broadcast Producer
Clare Dyer FCB Inferno Creative Producer
Laura Visick FCB Inferno Director of Innovation
Caio Silva FCB Inferno Broadcast & Content Business Affairs
Becci Salmon FCB Inferno Joint Design Lead
Sarni Strachan FCB Inferno Joint Design Lead
Mike Jenkins FCB Inferno Head of Creative Production
Richard Bagley FCB Inferno Retoucher
Sami Westwood FCB Inferno Associate Comms Director & Influencer Marketing
Sophie Harris-Taylor FCB Inferno Photographer
Simon Bourne FCB Inferno Colourist
Jessica Vile Framestore Colourist
Jason Farrow Framestore Flame
Sian Jenkins Framestore Producer
JJ Augustavo Knucklehead Director
Francis Mildmay-White Knucklehead Producer
Cat Irving Knucklehead Production Manager
Benji Edwards Knucklehead 1st Assistant Director
Luke Jacobs Knucklehead Director Of Photography
Tommy McMahon Knucklehead 2nd Unit Camera
Fred Cassavetti Knucklehead Art Director
Melanie Mildway-White Knucklehead Wardrobe
Kharmel Cochrane Knucklehead Casting Director
Martin Gibbons Knucklehead Casting Director
Jordan Maxwell Knucklehead Casting Director
Luis Almau Soundtree Music Music Arranger
Henning Knoepfel Soundtree Music Sound Designer
Jay James Soundtree Music Producer
Vid Price Trim Editor
Jacques Simon Trim Assistant Editor
Polly Kemp Trim Producer
Magda Plugowska Trim Editor (social documentaries)
Edward Hanbury Tim Editor (social documentaries)
Joey Henshaw Trim Editor (social documentaries)
Lorna Searl Trim Editor (social documentaries)

Write a short summary of what happens in the film

Our film shows the reality of what it’s like to be active with a long term health condition, featuring real people across England. In doing so, it places all types of activity on the same level of celebration, encouraging people to celebrate every little victory, no matter how small. Our film challenges how health conditions are depicted, featuring people across ethnic and socio-economic backgrounds, as well as age ranges. It expands what being active looks like far outside traditional sport, including activities like playing with grandchildren and moving around the home. And importantly, it depicts many “invisible” illnesses and their challenges, showing people’s highs as well as their lows.

Tell the jury about the creation of the original music, choice of music track or about the elements of sound design.

We knew our campaign needed a track that was nuanced, but hopeful –one that acknowledged the lows in life while celebrating the highs, both lyrically and in melody. We settled on ‘That’s Life,” a song popularised by Frank Sinatra, based largely on the lyrics of the track. But the versions we found had too much swagger and bravado. We knew we needed to compose our own. Working with Soundtree, we created a bespoke arrangement and recording. In our :60, we stripped the instrumentation out of the opening, allowing our singer to tenderly and sensitively open the film and punctuating our nuanced visuals.16 seconds in, the track kicks in proper, creating a genuine celebration of our audience’s varied experiences. We paired this with selective sound design, accentuating both scene changes and health condition cues. The result: a version of “That’s Life” walking the tricky emotional balance required to land our