SPECIAL OLYMPICS

The Special Olympics had a problem: The word Special. In sports, it’s the ultimate compliment.

But when it came to athletes with disabilities, the definition changed — in fact, 72% of people have heard it used in a derogatory manner.

So we set out to remind the world what it actually means to be special, and, in doing so, reclaim it.

Tagline: Yeah, I am Special

Press:

Business Insider

AdAge

Made with Rachel Smith, Brennen Cooke, and Christine Petrosky under Avinash Baliga at Tombras