Canadian Paralympic Committee

Para Expansion Pack

Agency: BBDO


While one of the world’s most beloved building toys has included figures representing emergency service workers, astronauts and even popular science fiction characters, it has never truly reflected the parasport community. Until now. To continue its tireless efforts around championing inclusivity, the CPC has launched the “ParaExpansion Pack”. This new toy prototype features 11 custom minifigure pieces representing individuals with disabilities, and nine custom pieces representing Paralympic sport, including a short arm, prosthetic legs, running blades, a basketball wheelchair and more. Each piece is designed to seamlessly complement existing sets. 3D model files have also been made available on the website for people to 3D print the pieces themselves. The CPC hopes the world’s leading makers of building toys will take notice and consider incorporating some of the new pieces into future sets, making them more representative of the population as a whole.

This professional campaign titled 'Para Expansion Pack' was published in Canada in August, 2021. It was created for the brand: Canadian Paralympic Committee, by ad agency: BBDO. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 2 years ago.


Advertising Agency: BBDO Canada
Chief Creative Officer: Max Geraldo
VP ACD, Art Director: Mike Schonberger
ACD, Writer: Simon Craig
SVP, BBDO Brand Reputation, Business Director: Rebecca Flaman
Group Account Director: Tania Montemarano
VP, Planning: Dan Koutoulakis
Sr Planner: Colin Kikcio
Sr. Print Production Manager: Rob Quan
Agency: BBDO Montreal
Senior Writer: Johan af Ström
Project Manager: Charlotte Rivard
Senior Account Director: Madjid Hamidi
Production Company: Flare BBDO Toronto
VP, Executive Producer: Dave Lembke
Producer: Janice Rebelo
Director & Photographer: Brett Morris
Production Designer: Alex Sayapov
PR: Shannon Stephaniuk / Glossy

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