Canadian Paralympic Committee invites Canadians to be broadcasters for the Paralympic Winter Games

Ads, Creativity, People

The Canadian Paralympic Committee (CPC) launches innovative digital strategy by giving Canadians the opportunity to become its broadcast partner for 10 days in March to share the extraordinary achievements of Canada’s Paralympic athletes during the 2018 PyeongChang Paralympic Winter Games.

As part of its “Greatness is Rare” brand campaign, the CPC is inviting Canadians to use Facebook or Twitter to “broadcast” the coverage of the Games to friends and family via social media platforms.

On the microsite, people can select the events they wish to broadcast via Facebook or Twitter. When the event begins, a livestream is automatically posted to the user’s feed for their followers to see, as if they are the broadcaster.

Paralympians are extraordinary athletes with unique skills and capabilities (…) 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 (…) Canadians are indicating they want to support our Paralympians and watch the Games, and we would like to let everyone know they will be able to witness every minute of action from PyeongChang. Through our media consortium, including traditional broadcast, live streaming, and live coverage on social platforms, it will be easier than ever to follow the Canadian Paralympic Team.

Martin Richard,

Executive Director of Communications and Brand, Canadian Paralympic Committee

New research from Ipsos suggests that 60% of Canadians plan to engage with the Paralympic Winter Games in some manner, led by conventional TV (50%) and online (17%). The CPC hopes that by inviting Canadians to become broadcasters of the Games on, the online engagement statistics will be exceeded and more Canadians will get to see these amazing athletes compete.

Viewership for the Paralympic Games typically does not reach the heights of its Olympic counterpart, but the campaign, from agency partner BBDO Toronto, argues that Canada’s Paralympians deserve just as much attention and support.

To promote the campaign, a series of spots featuring wheelchair curler Ina Forrest, Para alpine skier Mac Marcoux, and captain of the Para ice hockey team, Greg Westlake, demonstrate the remarkable talents of Canadian Paralympians.

The spots use data to show how many Canadians participate in sports such as hockey (4.4%) or curling (0.9%). They then contrast that with how many play hockey on a sledge and become Paralympic champions (0.000053%) or curl in a wheelchair and win back-to-back Paralympic gold medals (0.0000106%).

One 15-second spot featuring all three Paralympic athletes tells audiences that such “Greatness deserves to be seen” and informs viewers that they can broadcast the Paralympic Games live from their social feeds.

“For any athlete to be recognized as their country’s most elite is a rare feat, but what these athletes have achieved is very rare, truly special and something that shouldn’t go uncelebrated,” says Todd Mackie, chief creative officer for BBDO Toronto.

The PyeongChang 2018 Paralympic Winter Games run from March 9 to March 18.


Campaign Name: Greatness is Rare

Client: Canadian Paralympic Committee

Executive Director, Communications & Marketing: Martin Richard

Brand/Product: The PyeongChang 2018 Paralympic Winter Games

Individual Spot Titles: Skiing, Curling, Hockey


Creative Agency: BBDO Toronto

  • Chief Creative Officer: Todd Mackie
  • Chief Creative Officer: Denise Rossetto
  • Associate Creative Director: Matt Hubbard
  • Associate Creative Director, Art Director: Mike Schonberger
  • VP Head of Broadcast, Agency Producer: Beatrice Bodogh
  • VP Group Account Director: Rebecca Flaman
  • VP Strategy: Tom Kenny
  • Group Account Director: Tania Montemarano
  • Account Coordinator: Andrea Stranges
  • French Agency Producer: Julie Lapre

Production Company: Asymetric

  • Director: Kacper Larski
  • Line Producer: Kyle Hollett
  • Director of Photography: Kiel Milligan

Editiorial: Married To Giants

  • Offline Editor: Monica Remba

Transfer & Online: Alter Ego

  • Online Editor: David Whiteson
  • Colourist: Connor Fisher

Music House: Grayson Matthews

  • Engineer: Vlad Nikolic development team

  • Project Manager: Melissa Hadley
  • Project Manager: Jason Dick
  • IA/UX: Trevor Shaikin
  • Developer: Douglas Glover
  • Developer: Jeff Sacco
  • SVP Technology: Jeff Sangster
  • QA: Della Lytle
  • Analytics: Arpan Rai
  • Community Manager: Scott Douglas