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Canadian Paralympians push the envelope for Sochi #whatsthere

Posted by Tom Megginson | 5-02-2014 17:29 | Category: Sport

Canadian Paralympians push the envelope for Sochi

After gathering huge accolades for their “Unstoppable” campaign for London 2012, the Canadian Paralympic Committee and BBDO Toronto have taken a different approach to the 2014 Winter Games in Sochi.

Where “Unstoppable” was a moving, storytelling approach, #whatsthere is all action:


It’s an interesting use of the video “envelope” format familiar to anyone who has watched a widescreen movie on a standard TV set.


From the campaign press release:

“The goal is to get Canadians on the edge of their seats and excited about the upcoming Paralympic Games,” said Martin Richard, Executive Director, Communications & Marketing for the Canadian Paralympic Committee. “Seeing these athletes compete at the level they do will get you hooked and we are thrilled to bring back the Paralympic excitement to Canadians with unprecedented coverage through our media consortium partners.”

The numerous posters for the campaign leave the visual tricks aside, and simply promote the campaign message that “what’s there” is what really counts:

Canadian Paralympians push the envelope for Sochi

You can see the entire set (both English and French) at the CPC site.

Fans will recognize Fourteen featured athletes in the “What’s There” print campaign include para-snowboarders Michelle Salt (Calgary, Alta.) and Tyler Mosher (Whistler, B.C.); sledge hockey players Dominic Larocque (Quebec City, Que.) and Tyler McGregor (Forest, Ont.); para-alpine skiers Josh Dueck (Kimberley, B.C.) and Kimberly Joines (Rossland, B.C.); para-Nordic skiers Mark Arendz (Hartsville, P.E.I.), Brian McKeever (Canmore, Alta.) and guide Erik Carleton (Canmore, Alta.); and Team Canada’s wheelchair curling team of Sonja Gaudet (Vernon, B.C., Ina Forrest (Armstrong, B.C.), Jim Armstrong (Cambridge, Ont.), Dennis Thiessen (Sanford, Man.) and Mark Ideson (London, Ont.).

* Full Disclosure: Acart Communications, my employer, was responsible for the Media Planning and Distribution of this campaign.

Canadian Paralympic Committee
BBDO, Toronto, Canada
Additional credits:
Creative Directors: Peter Ignazi, Carlos Moreno
Associate Creative Directors: Simon Craig, JP Gravina
Art Director: JP Gravina
Copywriter: Simon Craig
Agency Producer: Jennifer Morrison
Account Director: Rebecca Flaman
Account Supervisor: Jaya Rizzi
Director: David Quinn
Production Company: Sons & Daughters
Director of Photography: Gabe Langlois
Editor: Gord Koch
Colourist: Wade Odlum / Alter Ego
Music & Sound Design: RMW Music
Photographer (print): Matthew Murnaghan
Ads of The World (additional content from client press release)
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