Since last month in the Croatian media is running the Campaign “What we don´t have makes us stronger” (Ono što nemamo čini nas jačima) with the intention to strengthen the position of the Paralympic sports and their athletes in the society – where they are also belong – on the same par with the so-called mainstream sports.
The campaign comes directly from the Croatian Paralympic Committee, and the conceptual idea from the advertising agency Bruketa & Zinic OM.
The reason for the launch is the fact that the Croatian Paralympic Athletes in sports and the media does not get the recognition they deserve and are still treated as a social category, rather than to apply sport disciplines as equal. Croatia has gold-crowned champions, multiple world record holder, about which, according to the qualitative research to the public, no one listened. With this campaign Croatian Paralympic Committee wants to create awareness on the situation and reduce visibility and equal treatment of Paralympic athletes in the public and the media.
“The campaign was created precisely to the theme of admiration. It tells the stories of people who have decided not to accept the imposed rules and prove that they can do more” said Tanja Skoric, Creative Director Bruketa & Žinić OM.
The campaign, which is very impressive and heroic in style but without the cliché of the drama or pity, shows Paralympic Athletes and their contribution to Croatian sport.
Poster: Darko Kralj, Shot put world record holder
“They said the most important thing for a shot putter is concentration. Nobody mentioned legs.”
“Rekli su mi da je za bacača najvažnija čelična koncentracija. Nitko nije spominjao noge.”
Poster: Helena Dretar Karić, Table tennis state champion
“They said the most important thing for a table tennis player is a precise hand. Nobody said I had to stand up.”
“Rekli su mi da je za stolnotenisače najvažnija precizna ruka. Nitko nije rekao da moram stajati.”
Poster: Mihovil Španja, Multiple world swimming record holder
“They said order, work and discipline is what it takes to be a great athlete. Nobody said disability was a problem.”
“Rekli su da za vrhunskog sportaša treba red, rad i disciplina. Nitko nije rekao da je invalidnost problem.”
The original video:
Hrvatski paraolimpijski odbor (Croatian Paralympic Committee)
Creative Director: Tanja Skoric
Art Directors: Davor Vidovic, Mislav Rukovanjski
Copywriters: Ivan Čepelak, Tonci Klaric
Designer: Branimir Sabljić
Account Director: Vanja Osredečki
Account Assistant: Ana Šutić
Production company: Komakino
Director: Miša Terzić
Photographer: Saša Hes