Launching a film about the world’s fastest blind runner
Untethered
We helped generate significant momentum around Swiss running brand On and creative director Andy Fackrell’s stirring documentary - defying the idea that disabled people have less than full lives
Succeeding in spite of adversity
This was our fourth major project with Swiss running brand On. We love the company, its people and its ethos. Not only because it’s a challenger brand (who also make awesome sneakers) - but because they believe in the value of storytelling - and the power of the human spirit.
You gotta have faith
This story is about David Brown, who contracted Kawasaki disease at 15 months-old and losing his sight by the time he was a teenager. 100-metre world record holder Brown has never seen the lane lines, starting blocks or the curves of the track. Yet, bound by a four-inch tether, David and his running guide, Jerome Avery, have formed a unique partnership, during which time Brown became a gold medallist, two-time World Champion, a world record breaker and the first totally blind athlete to run 100m in under 11 seconds.
Beyond exceptional
Set to a jazz soundtrack and told through beautiful cinematography Untethered tells the story of Brown’s success, and the relationship between the two runners. Written by award-winning creative director Andy Fackrell and directed by Little Minx’s Andrew Dosunmu (Mother of George, Where is Kyra? and Netflix’s Beauty), the 21-minute short encompasses the extraordinary ambition, dedication and courage of all Paralympic athletes – seen through the prism of one individual’s drive to succeed.
“As we say in Philly 'It's not the set back it's the get back”
Watch the trailer here
Never forget
The film also served as a powerful reminder of On’s philosophy. In the words of Head of Sports Marketing Feliciano Robayna, it was “a story about conviction and a shared belief in being able to let go of all fears when deprived of sight and have faith in another human being”.
We hit a chord
We helped amplify this message and draw attention to the film. There were extensive features and interviews in the creative press – including glowing reports in Creative Review, Adweek, Muse by Clio and AdAge – and Brown’s story made headlines in international papers, most notably The Guardian. And we managed to push the view count on YouTube to over 216,000 views.
But most importantly, shine a light on two unlikely heroes and their unusual bond.
Watch the documentary here.
Results
40 pieces of coverage, including features in The Guardian, Adweek and many more.
216,000+ views on YouTube
925M online readership
1.5M coverage views
Link to all the articles in the Coverage Book press report here
