This campaign was the Canadian Paralympic Committee’s first-ever advertising campaign, which launched before the Vancouver 2010 Paralympic Winter Games. The ads, featuring different Canadian Paralympians, brought to life the perseverance, passion, skills and successes of these athletes that doesn’t just celebrate their accomplishments, but dignifies them based on their athletic prowess.  

Not only did this campaign catch the attention of the press and award show judges, but it piqued people’s interest—resulting in record-setting crowds cheering on their athletes.