Paralympics Canada Letter Box TVC Fronts #WhatsThere

As the Winter Olympics got underway in early February, Canada’s Paralympic Association launched a provocative Sochi Paralympic Winter Games marketing campaign based on the theme ‘It’s not what’s missing, it’s what’s there’.


The objective of this bold approach is to compel Canadian sports fans and Winter Games viewers to beyond the disabilities of Paralympic athletes and instead focus on their genuine elite, world-class sporting abilities.


Led by a formidable and energetic TV spot featuring several Canadian Paralympic hopefuls digging deep and intensely displaying their skills and their pride in their country.


The creative, developed with agency BBDO Toronto  and produced by Sons & Daughters, features cross country skier and biathlete Mark Arendz, snowboarder Michelle Salt and sledge hockey players Tyler McGregor and Dominic Larocque.


It uses an evolving ‘letterbox’ screen effect which initially focuses only on a select portion of each athlete.


The spot then only reveals their full identities at the end of each scene.


Thus urging viewers to consider that Paralympians can be as powerful and skilled in their performances as an able-bodied Winter athletes.



The campaign expands across YouTube, Twitter and Facebook and also includes outdoor and print work.


The Sochi Paralympic Games will run from 7 March to 16 March.




Powerful and provocative, this campaigns continues the dominant theme of London 2012 stunningly successful Paralympics – which is widely considered to have radically changed perceptions about Paralympic sport.


This campaign practically compels viewers to look past the disabilities and focus on world class skill.


’When we look at Paralympic athletes, we can make the mistake of focusing on their disabilities, instead of their extraordinary abilities,’ outlines BBDO Associate Creative Director Simon Craig.


‘This campaign forces the viewer to see all the amazing things that make these Paralympic athletes great. To catch them in the midst of competition is an awe-inspiring experience by any definition.’




Canadian Paralympic Association Website



Canadian Paralympic Association YouTube



Canadian Paralympic Association Twitter



Canadian Paralympic Association Facebook



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