In the lead up to the London 2012 Paralympic Games, the Canadian Paralympic Committee launches a bold marketing campaign enticing viewers to Meet Canada's Paralympic SUPER ATHLETES. The campaign features 22 para-athletes who exemplify determination, perseverance and undeniable dedication to their sport.
The campaign revolves around 20 athlete vignettes in which we uncover the little-known, fascinating facts about what makes a Paralympic athlete a SUPER ATHLETE. Each vignette profiles one athlete, taking a close look at what makes this person so unique. Whether it’s the science and technology that supports them, their unique physiological attributes, or their training regimes, viewers discover how fierce these competitors are.
Every athlete is given a nickname that resonates with attitude and is based on their specific competitive profile and character. Imagery is full of attitude and pride; it generates an inspirational, formidable, empowering feeling.
A second Get Involved profile video for each athlete explores how these SUPER ATHLETES became involved in parasport and what it means to them to represent their country.
This campaign was created in collaboration with CTV and FamilyStyle.
Check out the full campaign via Facebookor paralympic.ca/superathletes
Athlete Vignette
Get Involved
WEB AND PRINT Ads
To obtain Super Athlete print or web banner ads like the examples shown below or for information regarding advertising opportunities please contact Marie-Hélène Cayer mcayer@paralympic.ca
Web Promo Buttons
Click on images below to download!
