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    The Best Work You May Never See: Canadian Paralympic Committee, BBDO Canada Builds Inclusivity With “Para Expansion Pack”

    By SHOOTUpdated:No Comments2343 Views

    Tokyo 2020 marks the first Canadian primetime broadcast of the Paralympic Games, and the Canadian Paralympic Committee (CPC) is marking the occasion by taking inclusivity to a whole new arena.

    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 “Para Expansion 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 video introduces the “Para Expansion Pack.”

    Developed by the CPC’s agency partner BBDO Canada, the “Para Expansion Pack” is an extension of the organization’s new advertising campaign “We’re Here,” featuring Paralympians like wheelchair basketball star Patrick Anderson, para swimmer Katarina Roxon and para ice hockey team captain Tyler McGregor.

    “It’s about giving these competitors their due, not just as athletes but as icons of popular culture,” said BBDO Canada’s chief creative officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”

    Credits

    Client Canadian Paralympic Committee Agency BBDO Canada Max Geraldo, chief creative officer; Mike Schonberger, VP, associate creative director, art director; Simon Craig, associate creative director, writer. BBDO Montreal Johan af Strom, sr. writer. Production Company Flare BBDO Toronto  Brett Morris, director & photographer; Dave Lembke, VP, exec producer; Janice Rebelo, producer; Alex Sayapov, production designer

    Media Type:Commerical: PSA
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:BBDO CanadaFlare BBDO Toronto



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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