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Canadian Paralympic Committee begins digital campaign

The Canadian Paralympic Committee has begun a new digital campaign to coincide with the 2018 Paralympic Winter Games in PyeongChang, South Korea. The 10-day campaign, called "Greatness is Rare," encourages consumers to use Facebook and Twitter to share events at the games with friends and family. The effort includes a website at <> at which visitors can select events they wish to share. When the event begins, a live video stream will automatically be added to the user's social media feed.

The campaign also makes use of three commercials featuring Canadian athletes, including wheelchair curler Ina Forrest, alpine skier Mac Marcoux and hockey player Greg Westlake. The creative depicts these athletes telling viewers that "greatness deserves to be seen." The campaign was developed by BBDO Toronto.

"For any athlete to be recognized as their country's most elite is a rare feat, but what these athletes have achieved is very rare, truly special and something that shouldn't go uncelebrated," said Todd Mackie, chief creative officer at BBDO Toronto.

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