Title	SPECIAL CONTAINER CUP
Brand	SPECIAL OLYMPICS
Product/Service	ORGANIZATION FOR INTELLECTUAL DISABILITIES
Category	A07. Brand Integration & Sponsorships / Partnerships for Branded Content
Entrant	LDV UNITED Antwerp, BELGIUM
Idea Creation	LDV UNITED Antwerp, BELGIUM
Media Placement	MEDIAHUIS Antwerp, BELGIUM
Production	MEDIAHUIS Antwerp, BELGIUM
Post Production	MEDIAHUIS Antwerp, BELGIUM

Name	Company	Position
Dennis Vandewalle	LDV United	Creative Director
Dries De bruyn	LDV United	Creative Director
Yannick Schoch	LDV United	Art Director
Wesley Kustermans	LDV United	Copywriter

Why is this work relevant for Entertainment?

Special Olympics strives for social inclusion through sports. So, by starring our athletes in a 30-minute tv-show on primetime we not only created unskippable & inclusive content, also more than half a million Belgians instantly experienced and enjoyed the passion and pure emotions of our athletes and experienced the importance of Special Olympics.

Background

Year after year Special Olympics strives for social inclusion through sports. For people with an intellectual disability practicing sports is an extremely valuable way to participate in society. Unfortunately, athletes with a mental disability are still not considered equal. Which is ridiculous, because special athletes are equally motivated and experience the same emotions as any other athlete. The good thing is: we didn't even have to prove it. Just seeing their unlimited enthusiasm and dedication while playing sports is enough. So the objective was simple: we wanted to let our special athletes perform for a broad audience.

Describe the creative idea

During the Covid-19 lockdown all sports competitions were canceled. One of Belgium’s biggest tv-stations created a new tv-format where top athletes could compete each other in a giant container: 'The Container Cup'. A good way to provide both athletes and sports fans with a bit of competition in lockdown days. All the big athletes participated, but our athletes were overlooked. So, after the first season we challenged the tv-station to let our athletes compete. How? By parking a giant container with a clear message in front of their door. A few hours later the tv-station accepted our challenge. Creating a unique special episode starring two of our finest athletes. This way people could instantly witness the passion and pure emotions of our athletes and experience the importance of Special Olympics while enjoying tv.

Describe the strategy

Special Olympics strives for social inclusion through sports. The best way to achieve that inclusion is to show a broad audience that that special athletes are equally motivated and share the same emotions as any other athlete. When one of Belgium’s biggest tv-stations launched a new tv-format where athletes could compete in a covid proof way, we saw an opportunity. So, we did what we do best: challenge them in a very courageous way to let our athletes take part in the Container Cup. By starring our athletes in a 30-minute tv-show on primetime, more than half a million Belgians instantly witnessed the passion and pure emotions of our athletes and experienced the importance of Special Olympics.

Describe the execution

The tv-show was about famous athletes competing in a giant container. So, we wanted to challenge the tv-station in a relevant and striking way. That's why we parked a giant shipping container in front of their building. On the side there was a clear message to the production, asking them to invite two of our Special athletes. We also challenged the tv-station and the two popular presenters of the show via social media. Just a few hours later the challenge was accepted, and our athletes were invited to compete in the Container Cup. Creating a unique special episode starring two of our finest athletes. The Container Cup Special was aired as the grand kick-off of the second season. For over 30 minutes in primetime, more than half a million Belgians witnessed the passion and pure emotions of our athletes and experienced the importance of Special Olympics.

Describe the outcome

546 000 Belgians watched the Container Cup Special. Making it the best watched episode of the entire series. Even topping the episode of Wout Van Aert competing Mathieu Van Der Poel. After the show numerous people shared positive reactions on social media. Also, lots of famous athletes like Tessa Wullaert, Seppe Smits, Jolien D'Hoore and Romelu Lukaku applauded the initiative. So, without any media budget we created an ad value of € 17 658 and a reach of 18 696 713.