BBDO Toronto Gets Tough for the Paralympics

By Patrick Coffee 

Here’s a PSA with a twist that’s still cool even though you can see it coming from several miles away. The new work from BBDO’s Toronto office was created for client The Canadian Paralympic Committee, which will be participating in the Pan Am Games from tomorrow through July 26.

The theme is athletes that are tougher than your average entitled city cyclist:

Unlike certain star racers, paralympics also say no to dope.


Martin Richard, Executive Director of Communications and Marketing for the Canadian Paralympic Committee, writes:

“Not only do you get to discover the toughness of our athletes on and off the playing field, but you can test your skills at one of our experiential activations across the GTA and share it on social media using #PARATOUGH.”

So far, the tag has primarily been used by the CDN Paralympic team itself. Here’s the  “murderball” squad:

As mentioned in the quote above, the campaign also includes a radio spot on swimmers and this short film starring para-cyclist Jaye Milley, who was born without any fully-developed limbs:

No small feat, that.


Agency: BBDO
Creative Directors: Peter Ignazi, Carlos Moreno, Todd Mackie, Denise Rossetto
Art Director: Jeff Cheung
Copywriter: Rana Chatterjee
Producer: Terry Kavanagh
Account Service: Tim Welsh, Rebecca Flaman, Jaya Rizzi, Lauran Gibson

Production house:
Director: Shelley Lewis
Director of photography: Stuart Campbell
Producer: Robbie McNamara

Offline Editorial:
Editor: Stephen Sora
Executive Producer: Stephanie Hickman

Alter Ego
Colourist: Wade Odlum

The Vanity
VFX Editor: Naveen Srivastava
Executive Producer: Stephanie Pennington

RMW Music
Audio Producer: Dustin Anstey
Composer: Dustin Anstey
Audio Engineer: Kyle Gudmundson
Sound Designer: Kyle Gudmundson
Executive Producer: Jeff Cohen