Category: Recreation, Leisure
Media: Film
Campaign Name: Greatness is Rare
Client: Canadian Paralympic Committee
Executive Director, Communications & Marketing: Martin Richard
Brand/Product: The PyeongChang 2018 Paralympic Winter Games
Creative Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie
Chief Creative Officer: Denise Rossetto
Associate Creative Director: Matt Hubbard
Associate Creative Director, Art Director: Mike Schonberger
VP Head of Broadcast, Agency Producer: Beatrice Bodogh
VP Group Account Director: Rebecca Flaman
VP Strategy: Tom Kenny
Group Account Director: Tania Montemarano
Account Coordinator: Andrea Stranges
French Agency Producer: Julie Lapre
Production Company: Asymetric
Director: Kacper Larski
Line Producer: Kyle Hollett
Director of Photography: Kiel Milligan
Editiorial: Married To Giants
Offline Editor: Monica Remba
Transfer & Online: Alter Ego
Online Editor: David Whiteson
Colourist: Connor Fisher
Music House: Grayson Matthews
Engineer: Vlad Nikolic
Greatnessisrare.ca development team
Project Manager: Melissa Hadley
Project Manager: Jason Dick
IA/UX: Trevor Shaikin
Developer: Douglas Glover
Developer: Jeff Sacco
SVP Technology: Jeff Sangster
QA: Della Lytle
Analytics: Arpan Rai
Community Manager: Scott Douglas
Published: March 2018
Synopsis:
The Canadian Paralympic Committee (CPC) launches innovative digital strategy by giving Canadians the opportunity to become its broadcast partner for 10 days in March to share the extraordinary achievements of Canada’s Paralympic athletes during the 2018 PyeongChang Paralympic Winter Games.
As part of its “Greatness is Rare” brand campaign, the CPC is inviting Canadians to use Facebook or Twitter to “broadcast” the coverage of the Games to friends and family via social media platforms.
On the GreatnessIsRare.ca microsite, 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.
New research from Ipsos suggests that 60% of Canadians plan to engage with the Paralympic Winter Games in some manner, led by conventional TV (50%) and online (17%). The CPC hopes that by inviting Canadians to become broadcasters of the Games on GreatnessIsRare.ca, the online engagement statistics will be exceeded and more Canadians will get to see these amazing athletes compete.
Viewership for the Paralympic Games typically does not reach the heights of its Olympic counterpart, but the campaign, from agency partner BBDO Toronto, argues that Canada’s Paralympians deserve just as much attention and support.
To promote the campaign, a series of spots featuring wheelchair curler Ina Forrest, Para alpine skier Mac Marcoux, and captain of the Para ice hockey team, Greg Westlake, demonstrate the remarkable talents of Canadian Paralympians.
The spots 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%).
#GreatnessIsRare