These Gorgeous Ads Encourage Canadians to Broadcast the Paralympics Live From Their Social Feed
Campaign by BBDO Toronto Profiles Athletes in Winter Landscapes With Theme 'Greatness is Rare'
Mar 07, 2018
The Canadian Paralympic Committee is encouraging ordinary Canadians to engage with the Winter Paralympics with a campaign that lets them broadcast events live from their social feeds.
A series of ads by BBDO Toronto, gorgeously shot in winter landscapes and featuring Paralympians with the theme "greatness is rare," lead viewers to a microsite, where 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.