Cannes Young Lions DR: When Athletes Can't Compete

CRESO is a Dominican non-profit that sponsors promising athletes with potential to represent the country in the Summer Olympic Games. CRESO provides the resources that athletes need to train professionally, and also covers all expenses related to international olympic qualification tournaments. For the Cannes Young Lions Dominicana competition, we were asked to create a film campaign that raised awareness about CRESO’s brand and mission. 

Competing Makes the Athlete was the concept upon which our proposal was built. We found our way to a winning idea while exploring the possibilities afforded within the limiting rules of the competition. We set our mission on transforming existing footage of high-profile Dominican Olympic Athletes into powerful pieces of storytelling. Our campaign featured Luguelín Santos [Track & Field], Yamilet Pena [Gimnastics], and Yuderqui Contreras [Weightlifting], three of the most recognizable and beloved olympic athletes in our country, all of whom received the support of CRESO as they propelled to Olympic heights. As part of the competition prize, this TV campaign ran nationwide in the Dominican Republic.