LV= and Channel 4: sponsorship made real

LV= wanted their Paralympics sponsorship to feel genuinely human, not another logo moment. The sponsorship needed to be a real partnership, not a bolt on.

So, we centred the idea around an athlete and coach we thought had real heart – reaching out to Paralympian Maisie Summers-Newton and coach Andy Sharp – a partnership built on trust, grit and heart. Michael O’Kelly filmed Maisie during her actual training, including underwater filming that captured her power with zero gloss or gimmicks. Our in-house team delivered everything fast, compliant and emotionally spot on.

The result? Idents that felt truthful, not “sponsored,” and a campaign that turned into a celebration when Maisie won gold on Day One.

all things: putting heart above hype