Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Stories about Paralympians are often framed as inspiring tales of overcoming adversity. But a new campaign from Canadian agency Cossette for World Wheelchair Rugby (WWR) aims to change that narrative by decentering the perceptions of non-disabled audiences and simply focusing on how competitive these athletes are.
The campaign kicked off on Aug. 17 to introduce a new name and visual identity for the former International Wheelchair Rugby Federation. A 90-second spot shows a man watching Team Canada’s two-time Paralympian Zak “The Kid” Madell play and deciding to train to become a wheelchair rugby player himself.
As
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in