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The Games are Tough, The Athletes are Tougher #PARATOUGH

The Games are Tough, The Athletes are Tougher #PARATOUGH

The newest campaign from the Canadian Paralympic Committee is made for the Toronto 2015 Parapan Am Team. The committee showcases the excitement of Paralympic sports and the toughness of Canadian para-athletes through their stories.

Martin Richard, Executive Director of Communications and Marketing for the Canadian Paralympic Committee:

The campaign is a true reflection of our brand and the strong traits of world-class Paralympic athletes. We’re thrilled to share our athletes’ powerful stories and engage Canadians through a wide variety of media including television, radio, print, digital. Not only do you get to discover the toughness of our athletes on and off the playing field, but you can test your skills at one of our experiential activations across the GTA and share it on social media using #PARATOUGH.

The journey of Calgary para-cyclist Jaye Milley is told in the TV advert as seen above. The short film with the para-cyclist below is also part of the campaign.

Team Canada athletes are currently putting the final touches to their preparation for the Parapan Am Games set for Toronto from August 7-15, 2015

Radio ads:

Print ads:

Canadian Paralympic Committee Toronto 2015 Parapan Am Team

Canadian Paralympic Committee Toronto 2015 Parapan Am Team

Canadian Paralympic Committee Toronto 2015 Parapan Am Team

Canadian Paralympic Committee Toronto 2015 Parapan Am Team

Agency: BBDO
Creative Directors: Peter Ignazi, Carlos Moreno, Todd Mackie, Denise Rossetto
Art Director: Jeff Cheung
Copywriter: Rana Chatterjee
Producer: Terry Kavanagh
Account Service: Tim Welsh, Rebecca Flaman, Jaya Rizzi, Lauran Gibson

Production house: Suneeva
Director: Shelley Lewis
Director of photography: Stuart Campbell
Producer: Robbie McNamara

Offline Editorial: Saints
Editor: Stephen Sora
Executive Producer: Stephanie Hickman

Transfer: Alter Ego
Colourist: Wade Odlum

Online/VFX: The Vanity
VFX Editor: Naveen Srivastava
Executive Producer: Stephanie Pennington

Audio: RMW Music
Audio Producer: Dustin Anstey
Composer: Dustin Anstey
Audio Engineer: Kyle Gudmundson
Sound Designer: Kyle Gudmundson
Executive Producer: Jeff Cohen

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