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The Valuable 500
'Sync'
25 January 2024 90s
Sync and swim.
by Andrew MacGregor

Who are the Valuable 500, we hear you ask? A club for people who like to have £500 on them at all times? Try five hundred CEOs who want to end disability discrimination once and for all. Launched in 2019 by Irish activist Caroline Casey, the campaign already has an event in the diary for 2025: Sync25.

Narrator David Harewood says that the Valuable 500 "ended the CEO silence on disability inclusion," but now want "radical system change". That's why the league of chief executive officers will meet in Tokyo on 03/12/25 "to learn from failures, build on successes, and set the stage for the work to do".

In the meantime, director Dan DiFelice has shot this elegant commercial with disabled synchronised swimmers. The black-and-white colour palette is 'serious' (as are the Valuable 500), but the choreography is supple and optimistic. The onus is now on CEOs to perform as well as the cast.

Product Category: Lobby Groups

Territory: UK


agency
adam&eveDDB
CD: Darren Beresford / Richard Gayton
Producer: Nikki Cramphorn / Holly Wormleighton
production
Biscuit Filmworks
Director: Dan DiFelice
Producer: Adam Oyejobi
EP: Rupert Reynolds-Maclean / Samantha Chitty
DOP: Harry Wheeler
Prod Design: James Early
Choreography: Supple Nam
vfx
Selected Works
VFX CD: Francois Roisin
VFX Artist: David Wishart
sound
String and Tins
Sound: Adam Smyth
Casting: Claire Catterson
Voice: David Harewood

  The Valuable 500 - 'Sync'


The Valuable 500
'Sync'
25 January 2024 90s

Sync and swim.

Who are the Valuable 500, we hear you ask? A club for people who like to have £500 on them at all times? Try five hundred CEOs who want to end disability discrimination once and for all. Launched in 2019 by Irish activist Caroline Casey, the campaign already has an event in the diary for 2025: Sync25.

Narrator David Harewood says that the Valuable 500 "ended the CEO silence on disability inclusion," but now want "radical system change". That's why the league of chief executive officers will meet in Tokyo on 03/12/25 "to learn from failures, build on successes, and set the stage for the work to do".

In the meantime, director Dan DiFelice has shot this elegant commercial with disabled synchronised swimmers. The black-and-white colour palette is 'serious' (as are the Valuable 500), but the choreography is supple and optimistic. The onus is now on CEOs to perform as well as the cast.

Product Category: Lobby Groups

Territory: UK


agency
adam&eveDDB
CD: Darren Beresford / Richard Gayton
Producer: Nikki Cramphorn / Holly Wormleighton
production
Biscuit Filmworks
Director: Dan DiFelice
Producer: Adam Oyejobi
EP: Rupert Reynolds-Maclean / Samantha Chitty
DOP: Harry Wheeler
Prod Design: James Early
Choreography: Supple Nam
vfx
Selected Works
VFX CD: Francois Roisin
VFX Artist: David Wishart
sound
String and Tins
Sound: Adam Smyth
Casting: Claire Catterson
Voice: David Harewood

The Valuable 500 25 January 2024
'Sync' 90s

Sync and swim.

by Andrew MacGregor

Who are the Valuable 500, we hear you ask? A club for people who like to have £500 on them at all times? Try five hundred CEOs who want to end disability discrimination once and for all. Launched in 2019 by Irish activist Caroline Casey, the campaign already has an event in the diary for 2025: Sync25.

Narrator David Harewood says that the Valuable 500 "ended the CEO silence on disability inclusion," but now want "radical system change". That's why the league of chief executive officers will meet in Tokyo on 03/12/25 "to learn from failures, build on successes, and set the stage for the work to do".

In the meantime, director Dan DiFelice has shot this elegant commercial with disabled synchronised swimmers. The black-and-white colour palette is 'serious' (as are the Valuable 500), but the choreography is supple and optimistic. The onus is now on CEOs to perform as well as the cast.

Product Category: Lobby Groups

Territory: UK


agency
adam&eveDDB
CD: Darren Beresford / Richard Gayton
Producer: Nikki Cramphorn / Holly Wormleighton
production
Biscuit Filmworks
Director: Dan DiFelice
Producer: Adam Oyejobi
EP: Rupert Reynolds-Maclean / Samantha Chitty
DOP: Harry Wheeler
Prod Design: James Early
Choreography: Supple Nam
vfx
Selected Works
VFX CD: Francois Roisin
VFX Artist: David Wishart
sound
String and Tins
Sound: Adam Smyth
Casting: Claire Catterson
Voice: David Harewood