Today WCRS launches ‘World’s Strongest Boys’ – a new brand we’ve created for Duchenne Muscular Dystrophy charity, Duchenne UK.

Duchenne Muscular Dystrophy (DMD) is a genetic muscle-wasting disease that most commonly affects males with around 2,500 boys in the UK living with the disease today. There is currently no cure and in most cases the boys do not live beyond their twenties.

Along with Duchenne UK, we wanted to draw attention to these boys’ strong, defiant spirit by juxtaposing the world of physical strength and fitness with their remarkable inner strength.

We enlisted a cast of famous sporting heroes and other performers to create short films showcasing jaw-dropping feats of physical strength, with the athletes saying, “If you think that’s strong, check out the World’s Strongest Boys”.

The films shared on the sports stars’ social channels direct people through to the main 60” film, directed by George Belfield of Somesuch, revealing the true identity of the World’s Strongest Boys, shown through the eyes of 10-year old DMD sufferer Alex Hallam.

Our campaign also features heroic imagery of boys living with Duchenne, captured by the award-winning Kuba Wieczorek – the photographer behind Channel 4’s ‘Superhumans’ campaign for the Paralympic Games in 2012.

The website, https://worldsstrongestboys.duchenneuk.org/, asks people to use their muscles to help the boys losing theirs, by buying a range of fitness products or registering to take part in a series of ‘World’s Strongest Boys’ sporting events. All the proceeds will be used to fund vital research into a cure for DMD.

Billy Faithfull, Executive Creative Director, WCRS said:

“World’s Strongest Boys is a brand you can wear, a movement you can join, a cause you can back with a feat of strength, a purchase of merchandise or simply a share. We wanted to create something enduring for Duchenne UK, rather than a tactical piece of PR, by treating the cause as a sports brand might. We have big plans for how the brand and the movement will grow in the future”.

Full credits:

Client: Duchenne UK

Agency: WCRS

Executive Creative Director: Billy Faithfull

Creative team: Conrad Swanston, Alex Bingham

Design: Howard de Smet

Account Handling: Archie Tollast, Vicky Janaway

Agency Producer: Joseph Pawsey, Alex Honnor

Strategist: Stuart Williams