The Invictus Games is an international sporting event for wounded, injured and sick servicemen and women. The Games, to be hosted at the Queen Elizabeth Olympic Park in September 2014, will use the power of sport to inspire recovery, support rehabilitation, and generate a wider understanding and respect of those who serve their country.
BBH was briefed to create an advertising campaign that would help raise awareness of the Games and their importance.
Competitors at the Invictus Games are the toughest of the tough. They have served their country in battle, and are now serving their country in sport. We knew that the creative work had to dramatise this toughness and invite people to attend the ultimate show of strength.
The film, which launches on Channel 4 on Thursday 28th August, tells the powerful story of Lance Corporal Derek Derenalagi, and his recovery from a double leg amputation. The film will run in donated media on TV and online.
Grand Central's Miles Kempton did the sound mix for BBH's new spot: "I wanted the sound mix on this spot to really stand out from the crowd. I went for a gritty, organic feel, in order to simply let the story breathe to complement the powerful imagery we see on screen," he said. "Lance Corporal Derek Derenalagi, who we hear talking about his experiences, had not ever done any voice recording but he was a dream to work with. You can hear straight away that he's speaking from the heart and this allowed me to take a more documentary-style, raw approach with the sounds we hear around him."
"From droning winds to low fighter jets, the tone is one of strength and toughness, but in a quiet, compelling way. It's a film that stays with you for a long time. I'm very proud to have been involved."