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BBH shows its sporting prowess for Invictus Games

BBH is mining a rich seam in sport/establishment business at the moment with the launch of the Rugby World Cup and now a campaign to promote the Invictus Games for disabled service personnel.

This rush of business follows the formation of BBH Sport in March this year.

The Invictus Games, which start on September 10 in London’s Olympic Park, are supported by Prince Harry, who seems to be doing more for the Royal Family just now than a thousand PR men.

The film, which debuts on Channel 4 on Thursday, features Lance Corporal Derek Derenalagi, who suffered a double leg amputation in combat in Afghanistan. The voiceover is by BBH Sport director and 2003 Rugby World Cup winner Lawrence Dallaglio.

Update

We like this campaign, it eschews the ‘Help For Heroes’ stuff a couple of years back that just seemed posh people being condescending/waving the flag. All soldiers aren’t heroes either.

Sound designer Miles Kempton from Grand Central Recording Studios worked on it and he’s sent us his impressions.

I wanted the sound mix on this spot to really stand out from the crowd. I went for a gritty, organic feel, in order to simply let the story breathe to complement the powerful imagery we see on screen.

Lance Corporal Derek Derenalagi, who we hear talking about his experiences, had not ever done any voice recording but he was a dream to work with. You can hear straight away that he’s speaking from the heart and this allowed me to take a more documentary-style, raw approach with the sounds we hear around him.

From droning winds to low fighter jets, the tone is one of strength and toughness, but in a quiet, compelling way.

It’s a film that stays with you for a long time. I’m very proud to have been involved.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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