Canadian Paralympic Committee conducts brand campaign
The Canadian Paralympic Committee of Ottawa has begun a new brand campaign to coincide with the 2020 Tokyo Games and continuing forward to the 2022 Beijing Paralympic Winter Games. Called “We’re Here,” the 60-second video features wheelchair basketball player Patrick Anderson, swimmer Katarina Roxon and ice hockey team captain Tyler McGregor.
According to the committee, the commercial is intended to emphasizes diversity and inclusion. The creative depicts a young boy in a wheelchair unwrapping a toy figurine of Anderson, while another unboxes his model of wheelchair on YouTube. It also shows Roxon unveiling a street sign bearing her name in her Newfoundland & Labrador hometown, as well as a box of ‘McGregor 8s’ cereal on a breakfast table. The campaign is running on CBC/Radio-Canada, Sportsnet, AMI, Facebook and Twitter. It was developed by BBDO Canada.
“This campaign is a reflection of the evolution of the Paralympic movement in Canada and globally over the years,” said Martin Richard, executive director of communications and branding at the committee. “We have moved from needing to educate and spread awareness about the Paralympic Games themselves to amplifying the profiles of individual athletes. Canada’s Paralympians are some of the best athletes in the country and incredible role models who can make a real cultural impact, and should receive attention, accolades, endorsement deals and success both within the sport world and beyond.”