Special Olympics GB 'mascot theft' by JWT London

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