Coaches of nonconformity

Discover the first training platform led by Paralympic athletes aimed at normalizing their presence as role models in sports.

Client

CaixaBank

Craft's Role

Preproduction, shoot and post-production

Industry

Finance

Location

Spain

Agency / Partner

Craft Spain, McCann Worldgroup Barcelona

Discover the first training platform led by Paralympic athletes aimed at normalizing their presence as role models in sports.

What we did

We created an award-winning training platform with workouts led by Paralympic instructors called ‘Coaches of Nonconformity’ or ‘Entrenadores del inconformismo’. The aim was to normalize disability and make society understand that anyone, regardless of their physical condition, is suitable to do sport.

How we did it

With Paris 2024 getting closer Caixabank wanted to highlight paralympic athletes’ equal rights.

So, we created a strategic channel that enables us to screen relevant social through universal sports attributes and send a message of equity and diversity.

The Coaches of Nonconformity platform would be a unique space where body and values can work out together. Somewhere that speaks about resilience, improvement and effort… values that CaixaBank supports and disseminates in each one of its sports sponsorship campaigns.

Craft got involved from the very beginning to build a master production, coordinating the preproduction, shoot and post-production until the assets delivery.

Coaches of Nonconformity delivered more than 271M impressions and 18.5M global views.

In a daylit room, a man with tattoos covering his arms stretches one arm over the other while wearing a neatly tied back hair and a beard. The room has a brick wall and a big plant pot in the background is blurred.

Sharing Stories of strength and resilience

We brought several ADOP (Spanish paralympic committee) sportsmen on set, including Desirée Vila, Sarai Gascón, Higinio Rivero, Adiaratou Iglesias y Sergio Ibáñez, and we asked each of them to lead a workout and tell us more about their sport.

From a production standpoint, we faced several challenges, including coordinating the training and competition schedules of the athletes while maintaining consistency and synergies with the same technical team.

Not all of our stars felt comfortable on camera, so it was important that we created a welcoming set; somewhere that would help them feel at ease so they could give us their sincerest performance.

The finished content is full of authenticity, laughter, and emotion, featuring first-person narratives and practical workouts for improving our well-being at home.

Coaches of nonconformity

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