Duchenne Muscular Dystrophy (DMD) is a genetic muscle-wasting disease that almost exclusively affects males. There is currently no cure and in most cases boys do not live beyond their twenties.
While the degenerative condition makes the boys physically weak, having to live with this reality makes them incredibly strong; in a sense they are the World’s Strongest Boys. We wanted to draw attention to these boys’ strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength.
The brand’s launch campaign enlists a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength which, shared via the sports stars’ social channels, then direct the public to a website, https://worldsstrongestboys.duchenneuk.org, where a 60-second film reveals the true identity of the World’s Strongest Boys, shown through the eyes of 10-year old DMD sufferer Alex Hallam.
Executive Creative Director:Billy Faithfull
Creative Team:Conrad Swanston, Alex Bingham
Design:Howard de Smet
Account Handlings:Archie Tollast, Vicky Janaway
Post Producer:Kathryn Wiggington
Audio Production:750 Mph
Sound Designers:Mike Bovill, Sam Ashwell
Campaign photography:Kuba Wieczorek