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.
The ads, directed by Kacper Larski via Asymetric, feature wheelchair curler Ina Forrest, Para alpine skier Mac Marcoux, and captain of the Para ice hockey team Greg Westlake. They 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%).