Campaign launch marks 100-day countdown to the Paris 2024 Paralympic Games.

Ad uses bespoke rap track performed by Native Music.

The campaign includes out-of-home, in-store and social ads.

Global campaign was created by BBH Singapore.

Advertising’s obsession with tech can come at the expense of emotional engagement. And that can lead to homogeneous, boring ads, writes the Uncommon Creative Studio founder.

The Brooklyn Brothers previously created hero campaigns for the FT.