| Título | Crossability |
| Agencia | MSTF Partners |
| Campaña | Crossability |
| Anunciante | Associação Salvador |
| Marca | Associação Salvador |
| Fecha de primera difusión/publicación | 2018 |
| Sector Empresarial | Instituciones/Organizaciones no gubernamentales |
| Filosofía | Why Is This Work Relevant For Entertainment? CrossAbility is a new sport to remind people of the obstacles disabled people have to go through every day to get to public spaces. This new sport was presented in a unique event called: “the toughest workout ever”. where we invited top cross fit athletes to try out this new sport. An event to raise awareness of the lack of accessibility in Portuguese public spaces. Background The lack of accessibility for handicap people in Portugal is a big problem. Although European legislation rules that public spaces have to be accessible for disabled people. The truth is that more than 86% doesn’t follow the rules. Associação Salvador wanted to increase the public awareness for this problem and pressure politics decision makers to change the current scenario. Describe The Creative Idea CrossAbility is a new sport to remind people of the obstacles disabled people have to go through every day to get to public spaces. This new sport was presented in a unique event called: the toughest workout ever, where we invited top cross fit athletes to try out this new sport Describe The Strategy Crossfit is a worldwide phenomenon with more than 13000 gyms across 120 countries worldwide. The strategy was to use the strength of this community very engaged in the mobility topic to ignite a conversation about the lack of it. Describe The Execution This new sport, CrossAbility, was presented in a unique event called: "the toughest workout ever" where we've invited top cross fit athletes to try out this new sport. CrossAbility exercises were explained on online videos and we developed a new app to transform the heavy task of submitting a complaint into a easy and seamless citizenship exercise. Describe The Outcome The topic became a public subject and thousands of people shared the new sport online reaching more than 1 million Portuguese. CrossAbility became a new trend in gyms And even Portuguese President used the app People started reporting the barriers. In the month that followed the campaign 590 complaints where made. More than the total of the previous year. |
| Medio | Televisión |
| Duración | |
| Director ejecutivo de creación | Ivo Purvis |
| Creative Director | Pedro Lima |
| Director creativo | Vasco Thomaz |
| Designer | Miguel Santos |
| Producer | Francisco Magalhães |
| Planner | Joao Pereira |