Creative Work of the Month: Duchenne UK's 'World's Strongest Boys' triumph


Duchenne UK’s ‘World’s Strongest Boys’ have taken over the Creative Works to win the latest Creative Work of the Month vote.

Created by WCRS, the campaign looks to draw attention to the thousands of young boys living with degenerative disease Duchenne Muscular Dystrophy (DMD).

Celebrating these boys’ strong, defiant spirit, the work juxtaposes the world of physical strength and fitness with their remarkable inner strength.

At the time of the launch Duchenne UK founder and co-chief executive officer, Emily Crossley, said she hoped that the “brilliant and moving campaign will help galvanise an army of supporters willing to join out fight”.

Billy Faithfull, executive creative director at WCRS, commented: “World’s Strongest Boys is a brand you can wear, a movement you can join, a cause you can back with a feat of strength, a purchase of merchandise or simply a share. We wanted to create something enduring for Duchenne UK, rather than a tactical piece of PR, by treating the cause as a sports brand might. We have big plans for how the brand and movement will grown in the future.”

Overall Rating
5/5 Vote

To vote for the next Creative Work of the Week visit our latest round-up all of September’s weekly winners will be in the running for the next Creative Work of the Month. To keep up to date with the latest advertising, design and creative work from around the globe visit our Creative Works homepage.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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