The upcoming Paris Olympic Games have brands searching for new ways to be visible. Nike has signed its first refugee athlete, and Wieden + Kennedy Amsterdam has created a film that adds a new layer to prowess ads, taking on the inappropriate question often asked of refugees, “Where are you really from?”.

The commercial, Watch Where We’re Going, directed by Vellas abd produced by 100% turns away from an answer to highlight the athleticism, resilience and sheer hard work that does define refugee athletes.

The 60-second spot features four members of the Refugee Olympic Team – Ngamba; judoka, Mohammad Rashnonezhad, cyclist, Eyeru Gebru; and 800-metre runner, Perina Lokure Nakang. The campaign message highlights that while these athletes come from different places, they share the same unrelenting desire to never give up.

Credits:
Agency: Wieden+Kennedy Amsterdam
CCO: Susan Hoffman
Creative Directors: Craig Williams & Evgeny Primachenko
Art Director: Ana Blanes
Copywriter: Maya Halilovic
Senior Design Manager: Joe Favre
Designer: Lucille Fenouil
Production Company: 100%
Director: Vellas
DOP: Farhad Ghaderi