YouTube Feats of Strength Are No Match for This More 'Powerful' Athlete

Charity Enlisted Sports Figures to Raise Awareness for Duchenne Muscular Dystrophy

By Alexandra Jardine. Published on Jul 18, 2016

Editor's Pick

A new campaign for Duchenne Muscular Dystrophy charity Duchenne UK lures in viewers via a YouTube compilation video that promises amazing feats of strength.

In the YouTube film, various athletes are shown doing everything from martial arts to acrobatics on a hoverboard to demonstrate their incredible physical strength. But in each of these clips the athletes end by voicing the words: "If you think that's strong, check out the World's Strongest Boys."

When the viewer clicks through, they're taken to the World's Strongest Boys campaign website, where they watch a film about 10-year-old Duchenne Muscular Dystrophy sufferer Alex Hallam and hear how most of the boys suffering the disease do not survive beyond their twenties. The film was directed by George Belfield of Somesuch for WCRS, which is behind the campaign. There's also photography that features heroic imagery of boys living with Duchenne, captured by Kuba Wieczorek, the talent behind Channel 4's "Superhumans" campaign for the Paralympic Games in 2012.

On the website, World's Strongest Boys asks people to use their muscles to help boys losing theirs. They can do this by buying a range of fitness products including protein shakers and T-shirts, or by registering to take part in a series of branded sporting events. All the proceeds will be used to fund research into a cure for DMD.

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Jul 18, 2016
World's Strongest Boys
Client Team:
Emily Crossley
Client Team:
Alex Johnson
Client Team:
Hannah Becker
Executive Creative Director:
Billy Faithfull
Creative Team:
Conrad Swanston
Creative Team:
Alex Bingham
Howard de Smet
Account Handler:
Archie Tollast
Account Handler:
Vicky Janaway
Agency Producer:
Joseph Pawsey
Agency Producer:
Alex Honnor
Stuart Williams
Production Company:
George Belfield
Production Company Producer:
James Lowrey
Production Company Producer:
Holley Abey
Vid Price
Editing House:
Assembly Rooms
Post Producer:
Creative Outpost
Post Producer:
Kathryn Wigginton
Houmam Abdallah
Electric Theater Collective
Audio Production:
750 MPH
Sound Design:
Mike Bovill
Sound Design:
Sam Ashwell
Kuba Wieczorek

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