…paratough. BBDO Toronto gives sports fans a first person experience of what it takes to compete in the Toronto 2015 Parapan Am Team.
BBDO Toronto’s campaign for the Canadian Paralympic Committee doesn’t ask sports fans to applaud the toughness of the Toronto 2015 Parapan Am Team.
It asks them to experience it.
The BBDO Toronto campaign, The Games are Tough; the Athletes are Tougher, is led by a TVC filmed from a first person perspective, of Calgary para-cyclist Jaye Milley. Finding out that he has no legs is the reveal at the end of the film…a (very powerful) device that is mirrored in the three radio ads that give listeners a taste of what it’s like to be an elite athlete in swimming, rugby and athletics.
Martin Richard, executive director of communications and marketing for the Canadian Paralympic Committee, noted, “The campaign is a true reflection of our brand and the strong traits of world-class Paralympic athletes. We’re thrilled to share our athletes’ powerful stories and engage Canadians through a wide variety of media including television, radio, print, digital. Not only do you get to discover the toughness of our athletes on and off the playing field, but you can test your skills at one of our experiential activations across the GTA and share it on social media using #PARATOUGH.”
The TVC and radio executions are supported by a variety of print ads, from full-page magazine to large format billboards, each providing a snapshot of the strong athleticism of the para-athletes.
A series of short web based films featuring several athletes from different sports was also launched daily from on July 1.
This is cyclist, Jaye Milley’s, film:
Campaign credits:
Agency: BBDO Toronto
Creative directors: Peter Ignazi, Carlos Moreno, Todd Mackie & Denise Rossetto
Art director: Jeff Cheung
Copywriter: Rana Chatterjee
Producer: Terry Kavanagh
Account service: Tim Welsh, Rebecca Flaman, Jaya Rizzi & Lauran Gibson
Production house: Suneeva
Director: Shelley Lewis
Director of photography: Stuart Campbell
Producer: Robbie McNamara
Offline Editing: Saints
Transfer: Alter Ego
Online/VFX: The Vanity
Audio: RMW Music
