Why is this work relevant for Brand Experience & Activation?

We created a new form of experimental live-sport entertainment, an educational tool that facilitates an authentic understanding of the world of para-sport, to push what has been a minority sport into mainstream entertainment. This work allows able-bodied individuals who may be unfamiliar with para-sports to experience the diversity of physical challenges faced by para-athletes in an innovative way, bringing the two worlds closer to each other. It also aims to bring attention to para-sport heroes who will inspire future young individuals with or without disabilities to actively take part in sport in their daily lives.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

There is no restrictions or regulations.

Describe the target audience and why your work is relevant to them.

The campaign will benefit both the able-bodied and the disabled communities. The change in social perspective/behavior on both sides will create a more inclusive society, empowering children who would otherwise feel hindered by their disability to achieve mental and physical health through playing sports.

Background

Tokyo will be hosting the 2020 Olympic and Paralympic Games. However, despite growing public excitement, study shows only 1% of Japanese watch Paralympic Games as these sports still struggle to gain media coverage and audience. It is a global challenge facing many para-sports committees and athletes, including our client, Japan Para Table Tennis Association. To raise awareness of para table tennis and para-sport in general, in a hard reality where Paralympic Games are regarded secondary or largely ignored, we felt the need to bring a new perspective for spectators by communicating the appeal of para-sports through an innovative method that facilitates an authentic understanding of the sport.

Describe the creative idea (20% of vote)

The ‘Para Pingpong Table’ is a collection of pingpong tables in various shapes that highlight the unique challenges experienced by para-athletes. These tables were designed based on interviews and sketches from the members of the Japanese National Team, who were asked to describe the shapes of the table as they ‘experience’ it, to help us visualize and comprehend what it is like to compete as a disabled player. The 'Para Pingpong Table' replicates the world seen through the athletes’ eyes and lets us experience it in a positive way. It serves as a new intuitive communication tool to better inform people about the athletes’ unique challenges and triumphs, adding greater depth for spectators.

Describe the strategy (20% of vote)

Having a shared experience is a powerful means of communication that brings people together. Nonetheless, among the reasons for the general lack of interest in Paralympic Games, is that people don’t relate to the challenges faced by para-athletes, and therefore don’t fully appreciate the immense skill involved in competing. We aimed to create a shared experience by having people experience the perspective of para-athletes in an entertaining and intuitive way, without forcibly restricting mobility which is often an uncomfortable experience that focuses on disability. Instead of the conventional method that could further dissociate, ’Para Pingpong Table’ directs our focus on the exceptional ability of para-athletes, and fosters renewed interest and respect for the athletes among those who experience it.

Describe the execution (30% of vote)

Among 20 unique shapes, we selected 3 tables for production, each representing a different athlete’s experience. Developed professionally in cooperation with the manufacturer of the Tokyo Olympics official model, these specially designed tables meet the international competition standards in quality to achieve the full experience of the competitive game. These tables have been displayed at educational institutions and commercial facilities for everyone to experience, featured for live events where an Olympic player played against a Paralympian, and continue to draw public and media attention to spread the appeal of para-sports. In addition to the physical tables, we created a number of collateral materials including name cards and posters in shapes highlighting the athletes’ unique characters, to communicate their stories and reach more people. This design system can also be adopted and shared by individuals with disabilities to express their identity and organizations to promote the sport.

List the results (30% of vote)

• A total of 1.3 billion impressions since its launch. • 550+ media coverage in Japan and overseas. • Social media engagement increased to +237%. • Newly registered Japan Para Table Tennis players increased by 20% at a record-breaking pace since launch. • Over 45,000 individuals experienced the table and the number keeps growing. • 92% of those who experienced the table expressed interest in watching a para table tennis match and/or para-sport games. • Influential public figures such as the head of Japan Sports Agency and Rio Olympians have used the table and voiced their support. • Currently on tour titled “Let’s 55” across Japan as an official exhibition content for the 2020 Tokyo Olympics and Paralympics.