Due to a lack of media coverage, the incredible accomplishments of Paralympic athletes were going unseen. In response, Canadian Paralympic Committee created their social broadcast network inviting fans to become broadcasters. On their website, events organised by sport, date and time were scheduled for broadcast up to a week in advance. When they went live, it posted to social feeds automatically, extending coverage and creating an entirely new fan base in the process. The Paralympic Network campaign resulted in an +11,000% increase in viewership – making the 2018 Paralympic Games the most-watched in Canadian history.
Client
Campaign: The Paralympic Network
Advertiser: Canadian Paralympic Committee
Brand: The Pyeongchang 2018 Paralympic Winter Games
Creative Agency
Creative Agency: BBDO Toronto
Copywriter: Matt Hubbard
Art Director: Mike Schonberger
Planner: Tom Kenny
Producer: Beatrice Bodogh
Chief Creative Officer: Todd Mackie / Denise Rossetto
This campaign is about:
Paralympic games, PyeongChang, Grand Prix winner, Integrated Digital Campaigns, Digital Marketing, D&AD Awards, Best Broadcast Engagement, Best Digital Engagement, AToMiC Awards