| Title | We, the (in)visibles |
| Agency | Jung von Matt/Sports |
| Campaign | We the (in)visible |
| Advertiser | McDonald's |
| Brand | McDonald's |
| Date of First Broadcast/Publication | 2023 / 12 |
| Business Sector | Restaurants & Fast Food |
| Story | athletes in various disciplines such as wheelchair basketball, Para swimming, or Para athletics gradually gain the visibility they deserve. Initially, the sports moments are shown without the performing athletes: a basketball sails across a court by itself; a splash appears in a pool without the swimmer diving in; a scoreboard flickers in front of empty stands. Towards the end of the film, it's revealed who the invisible sports heroes are: para sport athletes passionately, joyfully, and successfully practicing their sport. Among them is Léon Schäfer, the current world champion and world record holder in the long jump for athletes with thigh amputation and the recently crowned Para Athlete of the Year 2023. |
| Philosophy | It aims to promote greater visibility of Para Sports (which can sadly often be played in front of empty stands) as well as increased social participation by disabled people in everyday life and sports. The campaign breaks ahead of the Paralympics in Paris 2024, but the focus is not only on top athletes and competitive sports but also on inclusion in grassroots and youth sports. McDonald's, with 1,425 restaurants in Germany and 1.6 million daily guests, believes it can make a significant contribution to everyday visibility—especially by providing reach and information about opportunities and diverse possibilities related to sports inclusion. |
| Media Type | Television |
| Length |
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