Clever Canadian Paralympic Spot Highlights Ability, Not Disability

BBDO Toronto Uses Visual Technique To Make Its Point In Winter Paralympics Film

Published On
Feb 13, 2014

Editor's Pick

Watch the screen closely in this clever spot for the Canadian Paralympic Committee, out of BBDO Toronto. Directed by David Quinn, the spot begins with the action taking place on a narrow strip of screen, with the rest blacked out. As the ad continues, the screen gets gradually bigger until we see more of the Winter Paralympic athletes. They include cross country skier and biathlete Mark Arendz, snowboarder Michelle Salt and sledge hockey players Tyler McGregor and Dominic Larocque, all of whom will be competing in Sochi next month. It's only at the end of the spot that Arendz's missing limb is revealed, leading us into the tagline: It's not what's missing, it's what's there.

The campaign also features print and digital ads that features household names and up and coming athletes.


Feb 13, 2014
Brand :
The Canadian Paralympic Committee
Client :
The Canadian Paralympic Committee
Agency :
Senior Vice President/Executive Creative Director :
Carlos Moreno
Senior Vice President/Executive Creative Director :
Peter Iganzi
Associate Creative Director :
Simon Craig
Associate Creative Director :
JP Gravina
Copywriter :
Simon Craig
Art Director :
JP Gravina
Agency Producer :
Jennifer Morrison
Production House :
Sons & Daughters
Director :
David Quinn
Executive Producer :
Liane Thomas
Line Producer :
Niva Chow
Director, Photography :
Gabe Langlois
Post Production House :
Ricochet Post
Editor :
Gord Koch
Transfer :
Alter Ego
Colorist :
Wade Odlum
Music and Sound :
RMW Music

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Project Type