//  07.13.15

Canadian Paralympic Committee Launches New PSA Campaign for Toronto 2015 Games
“The Games are Tough, the Athletes are Tougher” #PARATOUGH

The Canadian Paralympic Committee has launched its public service announcement (PSA) campaign for the Toronto 2015 Parapan Am Team.

The multiplatform campaign entitled: “The Games are Tough; the Athletes are Tougher” is produced by partner agency BBDO Toronto and showcases the excitement of Paralympic sports and the toughness of Canadian para-athletes through their unique and varied stories.

“The campaign is a true reflection of our brand and the strong traits of world-class Paralympic athletes,” said Martin Richard, Executive Director of Communications and Marketing for the Canadian Paralympic Committee. “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 television PSA takes you through the journey of Calgary para-cyclist Jaye Milley while the radio spots highlight what it takes to be an elite athlete in swimming, rugby and athletics. A large variety of print ads, from full-page magazine to large format billboards, will provide a snapshot of the strong athleticism of our para-athletes.

In addition, a series of short web based films featuring several athletes from different sports have been launched daily since July 1. A film featuring Para-cyclist Jaye Milley is posted below.

“I’m confident that this campaign will generate plenty of excitement amongst Canadians towards our Parapan Am Team. Knowing that the entire country will be cheering on our athletes will inspire them to achieve great performances at the Games in Toronto,” said Elisabeth Walker-Young, Chef de Mission for Team Canada and retired Paralympic swimmer.”

“Sports fans across Canada are gearing up for an exciting summer during this Year of Sport in Canada. Starting in just over a month, the Toronto 2015 Parapan American Games will be an unprecedented opportunity to introduce Canadians to our top para-athletes and spread the word about the strength of the Paralympic movement in Canada,” said The Honourable Bal Gosal, Minister of State (Sport). The stories of our Parapan Am Games athletes will inspire and encourage Canadians of all abilities to participate in sport and physical activity. I invite all Canadians to get involved with the Games, whether by attending them in person, tuning into the coverage on CBC and Radio-Canada, or sharing the excitement on social media.”

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

The Canadian Paralympic Committee and BBDO worked alongside Director Shelley Lewis from Suneeva, Saints, Alter Ego, The Vanity, and RMW Music.
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:
Director: Shelley Lewis
Director of photography: Stuart Campbell
Producer: Robbie McNamara

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

Alter Ego
Colourist: Wade Odlum

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

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

Advertising, PSA, Sports