Greatness Is Rare: Canadian Paralympic Committee Launches New Campaign Ahead Of PyeongChang 2018 Paralympic Winter Games

Friday, February 9, 2018
Greatness is Rare

As the nation’s top Paralympians prepare to compete at the Paralympic Winter Games, the Canadian Paralympic Committee, in partnership with BBDO Canada, launches today its exciting new Team Canada PyeongChang 2018 brand campaign Greatness is Rare: Witness it.

With a goal of building awareness and support for Canada’s athletes heading to PyeongChang, the ads highlight just how small a percentage of the Canadian population qualifies to compete at a Paralympic Games, or reaches the pinnacle of their sport and wins a Paralympic medal.

“Paralympians are extraordinary athletes with unique skills and capabilities,” said Martin Richard, Executive Director of Communications and Brand, Canadian Paralympic Committee. “Few people know what it feels like to compete on the world stage in sport or win medals for Canada, which makes our athletes truly rare. Alongside our longstanding partner BBDO Canada, we are seeking to show Canadians they won’t want to miss our great Paralympians compete.

“We want every Canadian to know they will be able to witness every minute of the Paralympic Games with unprecedented coverage through our media consortium from traditional broadcast to live coverage on social platforms.”

The campaign launches today, starting with an ad featuring two-time Paralympic gold medallist Ina Forrest, who has been nominated to the wheelchair curling team once again for the 2018 Winter Games. Two additional spots will be released throughout the weekend featuring Para alpine skiing and Para ice hockey. The ads will be featured on broadcast and digital.

“It is truly an amazing accomplishment to compete at the Paralympic Games and represent your country,” said Todd Nicholson, Team Canada’s Chef de Mission for the PyeongChang 2018 Paralympic Winter Games. “This campaign truly captures the spirit of our athletes. These are superb athletes who have worked so hard to compete at the highest level for sport and who are proud to wear the maple leaf. Greatness is rare, and we hope all Canadians witness it for themselves with the Games this March.”

The second phase of the campaign will launch in March directly ahead of the Paralympic Games and will make it easier than ever for Canadians to connect with the Games and watch Canada’s athletes compete for gold.

“For any athlete to be recognized as their country’s best is a rare feat,” said Todd Mackie, Chief Creative Officer, BBDO Toronto. “But what these athletes have achieved is very rare, truly special and something that shouldn’t go uncelebrated.”

The PyeongChang 2018 Paralympic Winter Games will take place March 9-18, with the Opening Ceremony just one month away. The full Canadian Paralympic Team heading to the Games will be announced later this month.

Story and Photo: Canadian Paralympic Committee

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