Australia – McDonald’s Australia delivers coffee to the Paralympics in a three-part content series titled ‘Takeaway Baristas,’ supporting para-athletes. The campaign was produced in collaboration with advertising agency DDB Sydney.
‘Takeaway Baristas’ narrates how four McCafé baristas delivered coffee to fuel athletes preparing for the 2024 Paralympics in Paris. Australian Paralympian Don Elgin hosts the series and features baristas training with athletes such as Michael Roeger, Ameera Lee, and Tristan Knowles.
“Us Aussies can barely function without a high-quality cup. So when we found out McCafé was heading to Paris to make coffee for our Paralympians, we couldn’t wait to tell their story,” Tom Lawrence and Sam Raftl, DDB Sydney associate creative directors, said.
McDonald’s Australia marketing director Amanda Nakad commented, “Partnering with Paralympics Australia to support our amazing para-athletes has been a huge highlight for us this year. Whilst we can’t take any credit for their amazing success, the series is a light-hearted, feel-good moment to show just how far we go at McCafé to make sure our athletes and their families get the same great-quality, barista-made coffee they’re used to at home.”
The series runs until Sept. 15, with the first episode being released on Aug. 15. The two-minute episodes are available for viewing on TikTok, Meta, YouTube, and 9Now.
Australia – Independent creative agency SLIK has unveiled a unique virtual seat and stadium experience for Paralympics Australia. This innovative platform is designed to engage and educate fans through interactive play while significantly boosting fundraising efforts for the athletes.
Building on the success of Paralympics Australia’s Tokyo 2020 fundraising campaign, SLIK has expanded beyond mere virtual seat purchases. The agency has introduced an immersive virtual stadium, allowing fans to play and explore, bringing them closer to the Paris Paralympics experience.
Through this virtual stadium, users can explore Paralympians’ stories, view supportive messages, watch exclusive behind-the-scenes content, browse Paralympics merchandise, and interact with other players in an engaging and dynamic virtual environment.
SLIK also collaborated with para-athletes and consulted with usability and accessibility experts to ensure that accessibility was central to the virtual experience.
Speaking on the launch, Cameron Murray, Paralympics Australia’s interim CEO, said, “The innovative experience brings a new level of support and engagement to fans—all while delivering essential funding for our organisation, which is vital to the sustainability of para-sport in Australia. SLIK’s creativity, innovation, and enthusiasm for the project were critical in shaping the experience.”
Kyle Bennett, co-founder and head of technology at SLIK, added, “We’ve worked hard to raise the bar for donation campaigns, turning a one-way purchase process into an engaging virtual experience. We couldn’t be more proud to be helping Paralympics Australia in their mission to transform lives through the power of sport.”
This launch follows Paralympics Australia’s appointment of SLIK earlier this year. The partnership aims to create a distinctive virtual experience set to debut before the Paris 2024 Paralympic Games, with the goal of supporting their fundraising efforts.
The virtual stadium and seat experience can be accessed through Paralympics Australia’s official website.
Singapore – Toyota Motor Asia has partnered with Dentsu Creative Singapore for the latest phase of their global corporate initiative, ‘Start Your Impossible’, celebrating the journeys of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia.
Themed ‘Our People are Our Strength,’ Toyota Motor Asia’s regional olympics and paralympics campaign highlights the crucial role of community in shaping these athletes into ‘Dual Heroes’—individuals who excel in their sports while driving positive social change.
Conceptualised by Dentsu Creative and directed by acclaimed filmmaker Nicolas Lam, with production partners Directors Think Tank, the campaign features a series of three films. These films introduce the athletes and showcase how their communities have supported their journeys and growth.
With nine of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia athletes represent a diverse range of sports, including athletics, para swimming, para powerlifting, table tennis, and more. The campaign films authentically and beautifully capture the origin stories of these remarkable athletes.
The latest campaign asset is a series of 11 short, 15-second films dedicated to the Dual Heroes, highlighting each Team Toyota Asia athlete as a champion of both sport and social good. This is further complemented by key visuals strategically placed in out-of-home locations and across digital and social platforms throughout the region.
Fans can also support their athletes on the Start Your Impossible website and look forward to interactive social activations in Asia. The campaign, running across 17 regional markets, aims to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.
Kenix Loh, deputy general manager at Toyota Motor Asia, said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best on the biggest global sporting platform. Team Toyota members will be cheering for them.”
Speaking on the campaign, Prema Techinamurthi, managing director of Dentsu Creative Singapore, also shared, “We are honoured to be a part of the Start Your Impossible programme, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”
Stan Lim, chief creative officer of Dentsu Creative Singapore, added, We’ve been privileged to witness the GTTA’s inspiring journey firsthand. These are important stories to tell, and we hope the films will inspire viewers to start their own impossible.”
The 11 Team Toyota Athletes are a diverse group from across Asia, each excelling in their respective sports. From India, Murali Sreeshankar competes in athletics, while Indonesia’s Ni Nengah Widiasih participates in parapowerlifting. Malaysia is represented by Abdul Latif Romly in long jump-paralympic athletics, and Nepal by Nabita Shresta in table tennis.
Meanwhile, Pakistan’s Arshad Nadeem excels in athletics, and the Philippines boasts two athletes: Carlos Yulo in artistic gymnastics and Ernie Gawilan in para swimming. Singapore’s Toh Wei Soong is a para swimmer, and Thailand has two athletes: Kunvalut Vitidsarn in badminton and Pongsakorn Paeyo in wheelchair racing—para athletics. Vietnam’s Lê Văn Công rounds out the team, competing in parapowerlifting.
Australia – SLIK, an independent creative agency, has added Paralympics Australia to its client portfolio after a successful pitch. They got the opportunity to help Paralympics Australia meet its fundraising goals by developing a unique virtual experience that will debut before the Paris 2024 Paralympic Games.
The platform, which aims to improve lives by the force of sport, will act as an online fundraising portal to support both existing and future Paralympians in achieving their athletic goals.
Speaking about the partnership, Cameron Murray, Paralympics Australia’s head of commercial, communications and brand, said, “We’re excited to be working with SLIK to build on the success of our existing fundraising programs,” he said. “This innovative solution will deliver a new experience that will bring messages of support to athletes and engage audiences through content and a unique virtual experience – all while delivering essential funding for our organisation.”
Meanwhile, Kyle Bennett, SLIK co-founder and head of technology, stated, With a focus to put digital accessibility at the heart of the experience, we’re working with Paralympics Australia to gain vital insights from Australia’s Para-athletes, as well as useability and accessibility consultants, to ensure that accessibility is a priority. We’re excited about working on such an iconic event in the global sports calendar and feel the challenge ahead is a perfect fit for SLIK’s strategic combination of creativity and technology.”
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