Special Olympics GB 'mascot theft' by JWT London

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JWT London has created a non-charity charity campaign for Special Olympics GB with this latest TV work.

Special Olympics is the country’s chief provider of sporting opportunities for people with learning disabilities. Rather than generate a straightforward plea for donations, ‘Mascot Theft’ appeals to football fans in a different way.

The charity stages the kidnap of mascots from major football clubs, including Chelsea, Manchester United and Newcastle. The message is that they will return the mascots once the fans have donated to the charity.

Two films were shot per mascot, one showing the theft of the mascot and the other revealing the hostage situation.

The kidnappers leave posters behind advertising the website www.getyourmascotback.com where the hostage films are being hosted.

The work will launch online on 7 October 2009

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Released: 01 October 2009

Creative in this campaign:


Project name
Special Olympics Great Britain Mascot Theft   

Karen Wallin, Chief Executive Officer

To raise money for Special Olympics Great Britain

Art director/Copywriter
Miles Bingham and Kevin Masters

Web design
Lee Casey
Web build

Viral seeding agency
Social Media 8

Grant Raphael

Production company

Phil Parkinson

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