In November 2010 JWT London has launched an interactive online film, Encourage Omar, in support of the Special Olympics Great Britain, the largest provider of year-round sports training and competition for the learning disabled. Called ‘Encouragement’, the film shows how positive support helps people with learning disabilities transform their lives through sport.
The video was filmed at Wembley Arena and shows Omar Haddad, a Special Olympics athlete from Widnes, preparing for and performing a gymnastics routine. Online users can operate an interactive volume slider to control the level of encouragement Omar receives from the crowd. The louder they cheer, the quicker Haddad will perform his gymnastics routine. If they fail to give him a boost, he’ll walk out of the arena.