London - Sir Paul McCartney has launched a £2 million fundraising campaign for ParalympicsGB, created by Team Saatchi. The funds raised will support athletes heading to the Beijing Games, as well as invest in the future of disability sport in the UK.
BT - as a partner of ParalympicsGB - has also helped deliver this exciting campaign, which launched during the Location Location Location programme on Channel Four this week. The ad can also be viewed at www.bt.com/paralympicsGB and donations can be made online, by calling 0800 1114321 from the UK or texting SUPPORT to 82010.
Following the initial introduction from ParalympicsGB, Team Saatchi worked closely with Sir Paul McCartney and his team to create two films. Julian Borra, Creative Director describes the creative process: "It started with the concept of super heroes. We felt that Paralympians share the same amazing characteristics of many iconic comic book heroes and represent people who have overcome something to really inspire others." To achieve this creative ambition Team Saatchi firstly commissioned Luke Scott, Ridley Scott's son to direct and secondly they asked Sir Paul if he would donate the rights of his iconic track, 'Live and let die'.
Featuring a number of established and emerging athletes with a disability, the brand ad is a moving and inspiring piece that not only shows the skill and ability of the athletes but also the excitement of competing. The second ad, a charity appeal featuring Sir Paul himself asking the British public to make a donation to ParalympicsGB, will be screened from 7th July.
Sophie Hooper, Managing Director, Team Saatchi commented, "This has been a fantastic project to work on. Everyone involved has been so inspired by the athletes we've met and has put in a huge amount of work and dedication. The resulting film is fantastic and we look forward to continuing our work with ParalympicsGB into the future."
Sir Paul commented on the films, "I met leading Paralympic dressage rider Sophie Christiansen and was completely blown away by her skill, dedication and the fact that she had won a gold medal for Britain, so I felt I had to do something. My suggestion was simple - why not create an ad that would highlight the work of ParalympicsGB and call on the British Public to donate much needed money. It was the start of a truly amazing effort from all those involved, most of whom gave their time for free."
Tom Jenkins, Marketing Director, ParalympicsGB comments: "We are delighted with the two films created by Team Saatchi. From initial creative concepts through to the final edits, they have worked with us as partners and have been instrumental in making this fundraising campaign happen. We also extend our thanks to our partner BT who made the ad possible and donated the first ad space. Our athletes are amazing people but the team needs a lot of financial support in order to compete."
Suzi Williams, Group Marketing & Brand Director at BT says: "BT has a long history with the Paralympic movement, and is a proud partner of the Olympic and Paralympic Games in London 2012. This ParalympicsGB campaign is a fantastic next step in our relationship. It expresses the uniquely powerful contribution of Paralympians to Britain's sporting legacy. In many cases, they are some of our best hopes for gold medals, and BT is proud to be helping them be the best they can be."