The Special Olympics is the world’s largest sports organisation for people with intellectual disabilities.

Ahead of the Special Olympics World Games in Abu Dhabi, Special Olympics GB needed to raise the profile of their 128‑strong team and generate national support.

The creative centrepiece was Walter D. Wintle’s poem ‘The Man Who Thinks He Can’, repurposed as a rallying cry for athletes defying expectations. The film opened with Eunice Kennedy Shriver’s historic words from the first Special Olympics in 1968: “Tonight a new legend is born. You athletes are the heroes of that legend.”

What followed was a squad of sporting heroes — Pep Guardiola, Gareth Southgate, Alex Scott, Jade Jones, Ellie Simmonds and David Weir each delivering lines from the poem — before handing the final word, “We Can”, to the Special Olympians.

All participating talent supported a synchronised launch across their personal channels, alongside Manchester City, Team GB and the FA. High‑profile supporters including Coldplay amplified the film further, reaching millions and generating over 200 pieces of coverage across national, broadcast, sports and consumer media.

As for the team? They came home with 169 medals — 63 gold — across 17 sports. One of their strongest performances ever. The new legend, duly delivered.