Ray Grassi Sledge Hockey
The Canadian Paralympic Committee in partnership with BBDO Toronto just launched its first-ever advertising campaign promoting the upcoming Vancouver 2010 Paralympic Winter Games. Elevating the training and preparation rituals of Paralympic athletes Ray Grassi (Sledge Hockey) and Stephanie Dixon (Swimming), the ads bring to life the perseverance, passion, skill, determination and successes each athlete experiences as they prepare to compete in their sport. By establishing feelings of empowerment and confidence, the campaign also encourages future athletes to pursue their love and passion for sport and their support of the Canadian Paralympic Games. Two television ads Swimming and Sledge Hockey and a number of print executions are running on CTV, TSN in English and French and in the Globe and Mail with donated media space leading up to the Vancouver 2010 Paralympic Games. BBDO Toronto also donated the time spent to create and execute the campaign. The Vancouver 2010 Paralympic Winter Games take place from March 12th 21st, 2010. 55 Canadian Paralympic athletes will compete in Para-Alpine skiing, Para-Nordic skiing (cross-country skiing and biathlon), sledge hockey, and wheelchair curling. The Canadian Paralympic Committee (CPC) is a non-profit, private organization with 43 member sports organizations dedicated to strengthening the Paralympic Movement by empowering Canadians with a disability through sport. The CPC is responsible for managing the team of athletes who represent Canada at Paralympic Games. By supporting Canadian Paralympic athletes and promoting their success, the CPC inspires all Canadians with a disability to get involved in sport through programs delivered by its members.
Agency, City: BBDO Toronto, Canada Client: Canadian Paralympic Committee Spot Title: Ray Grassi Sledge Hockey / Stephanie Dixon Swimming Creative director: Peter Ignazi / Carlos Moreno Copywriter: Greg Buri Art director: Julie Nikolic Agency Producer: Christie Gawenda Production House: City: OPC Toronto Executive Producer: Harland Weiss Director: Woods + Low DP: James Gardner Editorial: City: Posterboy Edit Editor: Mark Paiva Account Management: Katie Bardyn Published/Released (Month, Year): February, 2010