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Creative Work of the Week: The 'World's Strongest Boys' win big for Duchenne UK and WCRS

Duchenne

Duchenne UK and WCRS’ ‘World’s Strongest Boys’ have won over The Drum readers to be crowned Creative Work of the Week.

Launched mid-July, the campaign draws attention to Duchenne Muscular Dystrophy (DMD), a genetic muscle-wasting disease that almost exclusively affects males with around 2,500 boys in the UK currently living with the disease.

While the degenerative condition – for which there is no cure – makes these boys physically weak, having to live with the disease and the reality that they may not live beyond their twenties makes them incredibly strong and, in a sense, the ‘World’s Strongest Boys’.

In order to highlight these boys’ strong, defiant spirit the WCRS-led campaign juxtaposes the world of physical strength and fitness with their remarkable inner strength, enlisting a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength. In each of the films the athletes voice the words, “If you think that’s strong, check out the World’s Strongest Boys’.

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To vote for next week’s Creative Work of the Week visit our latest round-up and to keep up to date with the latest advertising, creative and design projects from across the globe visit our Creative Works homepage.

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