The Energy Within


London 2012 Paralympic Games set a new benchmark for the profile of Para sport. As a headline sponsor of the Games, BP played its part in helping to achieve this. To continue its support of Para sport, BP created a new positioning – The Energy Within. The essence being that human spirit is the most powerful energy of all. This was selected as it reflects a truth in both Para sport and BP’s  business in meeting the world’s growing demands for more and lower carbon energy. BP asked us to produce a film to launch The Energy Within and promote BP’s IPC partnership.


Our research told us that people had a huge admiration for Paralympians and the challenges they overcome. We depicted this strength of human spirit as a single bead of perspiration falling from Marlou van Rhijn’s brow, highlighting the energy within.


The film was shown to great acclaim on the big screens at the Doha World Athletics Championships in October 2015. The event was a key staging post on the Road to Rio. The film has received more than 65 millionviews worldwide.