2018 Winners & Shortlists

The Campaign

The logo had to incorporate the existing Special Olympics symbol but add a sense of place. The Special Olympics World Games Abu Dhabi 2019 brand was inspired by traditional Khoos weaving and is a metaphor for the unifying power of the games. It demonstrates the spirit of inclusion and unity that will permeate every aspect of the games. Abu Dhabi is also playing host to the MENA Regional Games so we were asked to create an identity for both events that would allow each to have a clear identity but allow the Regional Games to show a natural progression towards the World Games, thus building momentum and brand equity. We achieved this by reversing the image of the Khoos weaving for the Regional Games. The colours of the outer ring were chosen to reflect the UAE and its environment the ring has become an essential graphic device for both games.

Creative Execution

The identities were built around traditional Khoos weaving which acted as a metaphor for unification and gave the games a real sense of place. The graphic they formed became a key element in application framing photography and injecting colour and dynamism into every application. The Regional Games used the same graphic but in its reversed form which gives them their own look and feel while creating a clear sense of progression towards the World Games in 2019. Comprehensive brand guidelines were created for both the Regional and World Games including a full set of icons for all the different sporting events. Both identities have been proven to be fit for purpose through their strength and flexibility in extensive local and regional application and have been well received by all stakeholders.

Indication of how successful the outcome was in the market

-The identity was launched in Austria when the Special Olympics flag was handed to the UAE at the closing ceremony of the Winter Games. It received universal approval both international, regionally and locally. -The volunteer programme has already recruited 4,400 volunteers -High brand awareness, visibility and understanding locally and internationally -A TV audience on launch day millions across Abu Dhabi Media, ESPN and at the Mother of the Nation Festival -Logo animation projected on the Burj Khalifa -67 social media impressions since launch "The UAE's hosting of the 2019 Special Olympic World Games reflects the world's confidence in UAE's capabilities, youth and humanitarian image. We welcome the world's best athletes to the UAE and congratulate the Special Olympics leadership on promoting inclusion and tolerance through sport." HH Sheikh Mohammed bin Zayed, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the Armed Forces

The strategic approach included: -Audit of previous Special Olympics brands -Interviews with Special Olympics executives and Abu Dhabi Leadership to gain a clear understanding of what the games would stand for -Development of dual branding approach for the Regional and World Games to create a natural progression between the two -Development of the brand story and key messages. -Brand guidelines to allow the brands to be rigorously and consistently applied It was clear from an early stage that unified participation between the UAE population and athletes with special needs was going to be a key driver of the games. The leadership of the UAE saw the games as a way of providing a transformational experience for both athletes and spectators. We therefore focused on the concept of unification which led us to traditional Khoos weaving, a great metaphor for unification, and also gave the identities a real sense of place.