PyeongChang 2018: Canadian Paralympic Committee launches ‘Greatness is Rare’

Promotional campaign showcases unique skills of Canadian Paralympic athletes 16 Feb 2018
a male Para skier

Mac Marcoux is a defending Paralympic and world champion

ⒸGetty Images
By Canadian Paralympic Committee

As the country’s top winter Paralympians prepare to compete at the Paralympic Winter Games, the Canadian Paralympic Committee (CPC), in partnership with BBDO Canada, has launched its exciting new Team Canada PyeongChang 2018 brand campaign Greatness is Rare: Witness it.

With a goal of building awareness and support for Canada’s athletes heading to PyeongChang 2018, the ads highlight just how small a percentage of the Canadian population qualifies to compete at a Paralympic Games, or reaches the pinnacle of their sport and wins a Paralympic medal.

“Paralympians are extraordinary athletes with unique skills and capabilities,” said Martin Richard, CPC Executive Director of Communications and Brand. “Few people know what it feels like to compete on the world stage in sport or win medals for Canada, which makes our athletes truly rare. Alongside our longstanding partner BBDO Canada, we are seeking to show Canadians they won’t want to miss our great Paralympians compete.

“We want every Canadian to know they will be able to witness every minute of the Paralympic Games with unprecedented coverage through our media consortium from traditional broadcast to live coverage on social platforms.”

Canada’s PyeongChang 2018 Chef de Mission Todd Nicholson added: “It is truly an amazing accomplishment to compete at the Paralympic Games and represent your country.

“This campaign truly captures the spirit of our athletes. These are superb athletes who have worked so hard to compete at the highest level for sport and who are proud to wear the maple leaf. Greatness is rare, and we hope all Canadians witness it for themselves with the Games this March.”

Three adds featuring wheelchair curling, Para alpine skiing and Para ice hockey have already been launched and are featured both on broadcast and digital.

The second phase of the campaign will launch in March directly ahead of the Paralympic Winter Games and will make it easier than ever for Canadians to connect with the Games and watch Canada’s athletes compete for gold.

“For any athlete to be recognized as their country’s best is a rare feat,” said Todd Mackie, BBDO Toronto Chief Creative Officer. “But what these athletes have achieved is very rare, truly special and something that shouldn’t go uncelebrated.”

The PyeongChang 2018 Paralympic Winter Games will take place from 9-18 March.

Full story is available on the Canadian Paralympic Committee’s website.