Canadian Paralympic Committee breaks brand campaign
By Derek Winkler
The Canadian Paralympic Committee has begun a campaign to introduce the organization’s new branding. Developed by Will of Vancouver, the campaign is intended to “change the way Canadians and the world see accessibility and inclusivity.” The updated branding features new colours and typography, as well as visualizations of eight sporting events. The campaign, called “Greatness Moves Us,” consists of television advertising on CBC/Radio-Canada. It features a collection of Canadian athletes and footage of significant moments from sports history. This is accompanied by out-of-home and digital advertising, as well as social media content.
“Our goal is to increase awareness for Para sport and the Paralympic Games, encouraging more Canadians to tune into the games on CBC/Radio-Canada and follow the journey of our incredible athletes on social media,” said Erin Blaskie, director of marketing and communications at the Canadian Paralympic Committee. “We hope this campaign will not only elevate the profiles of our athletes but also foster a deeper connection and support for the Canadian Paralympic team from fans across the country.”