Paralympics Swimming and Sledge Hockey

The Canadian Paralympic Committee in partnership with BBDO Toronto just launched its first-ever advertising campaign promoting the upcoming Vancouver 2010 Paralympic Winter Games. Elevating the training and preparation rituals of Paralympic athletes Ray Grassi (Sledge Hockey) and Stephanie Dixon (Swimming), the ads bring to life the perseverance, passion, skill, determination and successes each athlete experiences as they prepare to compete in their sport. By establishing feelings of empowerment and confidence, the campaign also encourages future athletes to pursue their love and passion for sport and their support of the Canadian Paralympic Games.

Ray Grassi Sledge Hockey standing on the podium is over rated

Stephanie Dixon doesn't need your sympathy

The Vancouver 2010 Paralympic Winter Games take place from March 12th – 21st, 2010. 55 Canadian Paralympic athletes will compete in Para-Alpine skiing, Para-Nordic skiing (cross-country skiing and biathlon), sledge hockey, and wheelchair curling.

Two television ads “Swimming” and “Sledge Hockey” and a number of print executions are running on CTV, TSN in English and French and in the Globe and Mail with donated media space leading up to the Vancouver 2010 Paralympic Games.

Click on the image below to play the video.

Click on the image below to play the video.


The Paralympics campain was developed pro bono at BBDO Toronto, Canada by creative directors Peter Ignazi and Carlos Moreno, copywriter Greg Buri, art director Julie Nikolic, agency producer Christie Gawenda and account manager Katie Bardyn.

Filming was shot by director Woods + Low (Chris Woods and Jeff Low) via OPC Toronto with executive producer Harland Weiss and director of photography James Gardner.

Editor was Mark Paiva via Posterboy Edit.

Photographer was Chris Woods.