@SeeLikeMenna
Imagine skiing down a mountain at 100 km/h. Now imagine skiing down a mountain at 100 km/h, but you can barely see where you're going. Meet Menna, a visually impaired Para alpine skier that only has 3% vision. Every visually impaired skier competes with help from a
sighted guide. A Bluetooth headset allows Menna and her guide Jen to communicate on the slope. Communication is everything
in visually impaired skiing. The smallest mishap can mean the difference between medaling up and wiping out.
This video received 6 million views on Facebook.
“This incredible Instagram account shows what life is like
as a visually impaired Paralympic skier.”
The Instagram
The videos and images you see were shot on a POV camera mounted on Menna's helmet. We used information she gave us about her training routine to craft a series of posts that would give viewers the chance to see her everyday life as she pursues Paralympic Gold.
She made sure everything was very much true to her as person and an athlete.
“It’s a thrilling, almost
heart-stopping experience for
the viewer and a unique
window into the life of
Paralympic athletes.”
The Filter
To convey Menna’s perception of the world as accurately as possible, a visual impairment filter was created in conjunction with Menna and Jen, with input from the Royal National Institute for the Blind in London and a team of ophthalmic consultants.
The 36o experience
One thing that we found the most interesting about our learnings on this project was that of the blind community, only 5% have no light perception, meaning the other 95% see something. We wanted to show viewers what current Paralympic athletes competing in these events experience. So, we found a skier from all three VI categories (B1, B2, AND B3) and created an immersive experience that follows them down the same run.
And the press loved it
The campaign received media coverage on four continents and received over 1 billion media impressions.
On our first day of shooting in Hintertux
AWARDS
CLIOS, DIRECT: BRONZE
WEBBY AWARD WINNER, NATIVE ADVERTISING
WEBBY AWARD WINNER, BEST CAUSE RELATED MARKETING
CLIOS, DIRECT: BRONZE
WEBBY AWARD HONOREE, BEST INFLUENCER ENDORSEMENT
WEBBY AWARD HONOREE, BRAND STRATEGY
NEW YORK FESTIVALS, BEST USE OF CELEBRITY: SILVER
NEW YORK FESTIVALS, SOCIAL MEDIA & INFLUENCER: SILVER
NEW YORK FESTIVALS, AVANT GUARD/INNOVATION: BRONZE
NEW YORK FESTIVALS, SOCIAL: BRONZE
NEW YORK FESTIVALS, EVENTS/STUNTS: BRONZE
NEW YORK FESTIVALS, INSTAGRAM: SILVER
NEW YORK FESTIVALS, COLLAB & PARTNERSHIP: BRONZE
NEW YORK FESTIVALS, CHAMPIONSHIP EVENT AD: BRONZE
NEW YORK FESTIVALS, ENDORSEMENT: SHORTLIST
NEW YORK FESTIVALS, BEST USE PARTNERSHIP: SHORTLIST
D&AD, SOCIAL VIDEO: SHORTLIST
D&AD, USE OF SOCIAL: SHORTLIST
CANNES LIONS, OVERALL CAMPAIGN, GOLD
CANNES LIONS, PR, SILVER
CANNES LIONS, MOBILE, BRONZE
CANNES LIONS, ENTERTAINMENT LION FOR SPORT, BRONZE
CANNES LIONS, SOCIAL INFLUENCER, BRONZE
CANNES LIONS, SOCIAL INFLUENCER, SHORTLIST
CANNES LIONS, MOBILE, SHORTLIST X2
ONE SHOW, CRAFT, BEST USE OF VISUALS: SILVER
ONE SHOW, SOCIAL CHANNEL: SILVER
ONE SHOW, MERIT/SHORTLIST: 5x
CLIOS, SPONSORSHIPS: GRAND PRIX
CLIOS, INTEGRATED CAMPAIGN: GRAND PRIX
CLIOS, BRANDED CONTENT: DIGITAL/MOBILE, SILVER
CLIOS, SPONSORSHIPS: GOLD
CLIOS, SPONSORSHIPS: GRAND PRIX
CLIOS, PUBLIC RELATIONS: GOLD
CLIOS, SINGLE PLATFORM: GOLD
CLIOS, INNOVATION: SILVER
CLIOS, SOCIAL POST: SILVER
CLIOS, SOCIAL VIDEO: SILVER