Description
"Greatness Moves Us" exemplifies how Canadians can help foster an inclusive world through the transformative power of Paralympic sport. This campaign celebrates the pursuit of greatness in its many forms, tracing the journey of athletes from their earliest dreams to the pinnacle of the world stage. By showcasing these stories, "Greatness Moves Us" highlights the universal drive for excellence and unites athletes, fans, supporters, and all Canadians, illustrating how the momentum of greatness moves us all forward.
The campaign spotlights a diverse group of Canadian Para athletes:
Amy Burk (Ottawa, ON) - Goalball
Eric Rodrigues (Mississauga, ON) - Wheelchair Rugby
Noah Vucsics (Calgary, AB) - Para Athletics
Priscilla Gagne (Montreal, QC) - Para Judo
Sheriauna Haase (Toronto, ON) - Para Athletics
Tamara Steeves (Etobicoke, ON) - Wheelchair Basketball
Travis Murao (Toronto, ON) - Wheelchair Rugby
The campaign also features footage from significant moments in Canadian Para sport history, shining a spotlight on athletes like Marissa Papaconstantinou, Aurelie Rivard, Nate Reich, Brent Lakatos, and many others.
A key highlight of the campaign is the electrifying musical track by Toronto-based bilingual artist Aiza, known as the Afro-bop Queen who was voted one of Canada’s breakthrough artists for 2023. Custom-created in both English and French and with elements of inclusion at its core, the music ensures the campaign resonates with all Canadians. The track was carefully crafted to include breathing space in the audio, ensuring that the descriptive video does not compete with the lyrics, allowing for a seamless and inclusive listening experience.
“Greatness Moves Us” marks a continuation of the strong partnership between the CPC and CBC/Radio-Canada, emphasizing the depth and impact of this collaboration. As the official broadcaster of the Paris 2024 and Milano-Cortina 2026 Paralympic Games, CBC/Radio-Canada will provide the most extensive coverage of the Games ever across all channels, showcasing the performances of Paralympians to Canadians nationwide.
The campaign was developed in partnership with WILL, a Vancouver-based creative agency, and GOOD–IDEA®, a commercial and narrative production company. Directed by Ross Allen, produced by Ben Chick, and shot by director of photography Mitchell Baxter, the campaign promises to engage all viewers.
This professional campaign titled 'Greatness Moves Us' was published in Canada in July, 2024. It was created for the brand: Canadian Paralympic Team, by ad agency: WILL. This Film medium campaign is related to the Sports industry and contains 1 media asset. It was submitted 11 months ago.
