Special Olympics New Jersey – "This Is Our Bling"

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Challenge:
Special Olympics New Jersey needed a campaign that didn’t just spotlight athletes but embodied the raw, real energy of the state they represent. Our challenge was to create something bold, human, and unmistakably Jersey.

Insight:
In New Jersey, pride isn’t handed out. It’s earned. It shows up in grit, resilience, and a whole lot of attitude. The Special Olympics athletes live that spirit daily. Their stories weren’t just inspirational. They were emblematic of what it means to be from here.

Idea:
Real athletes. Real medals. No sugarcoating. No gloss. The campaign positioned these competitors not as exceptions but as exemplars of Jersey toughness and pride.

The Hook: Jersey Pride
“This is the kind of bling we like to wear around Jersey.”

Execution:

Stark portraits of athletes in their element, framed with gritty textures and high-contrast lighting to mirror the authenticity of the streets they come from. Unapologetic, local, and proud. We used headlines and taglines that channeled Jersey’s edge while keeping the athletes front and center.