BBDO Toronto conceived of a “Greatness is Rare” campaign to show the remarkable talents of Canadian Paralympians who will be competing in the upcoming 2018 Paralympic Winter Games in PyeongChang, South Korea.
In this spot, we are introduced to captain of the Canadian Para ice hockey team, Greg Westlake.
Kacper Larski of production house Asymetric directed the three spots in this campaign which does more than promote the athletes and their exploits. It also launches a digital strategy by giving Canadians the opportunity to become a broadcast partner for 10 days in March to share the extraordinary achievements of Canada’s Paralympic athletes during the Paralympic Winter Games. The Canadian Paralympic Committee is inviting Canadians to use Facebook or Twitter to “broadcast” the coverage of the Games to friends and family via social media platforms.
On the GreatnessIsRare.ca microsite, people can select the events they wish to broadcast via Facebook or Twitter. When the event begins, a livestream is automatically posted to the user’s feed for their followers to see, as if they are the broadcaster.
Martin Richard, executive director of communications and brand, Canadian Paralympic Committee, said, “Canadians are indicating they want to support our Paralympians and watch the Games, and we would like to let everyone know they will be able to witness every minute of action from PyeongChang. Through our media consortium, including traditional broadcast, live streaming, and live coverage on social platforms, it will be easier than ever to follow the Canadian Paralympic Team.”
New research from Ipsos suggests that 60% of Canadians plan to engage with the Paralympic Winter Games in some manner, led by conventional TV (50%) and online (17%). The Canadian Paralympic Committee hopes that by inviting Canadians to become broadcasters of the Games on GreatnessIsRare.ca, the online engagement statistics will be exceeded and more Canadians will get to see these amazing athletes compete.
The 2018 Paralympic Winter Games run from March 9-18.
CreditsClient Canadian Paralympic Committee Agency BBDO Toronto Todd Mackie, Denise Rossetto, chief creative officers; Matt Hubbard, associate creative director; Mike Schonberger, associate creative director/art director; Beatrice Bodogh, VP, head of broadcast, producer; Julie Larpe, French producer. Production Asymetric Kacper Larski, director; Kyle Hollett, line producer; Kiel Milligan, DP. Editorial Married To Giants Monica Remba, offline editor. Postproduction Alter Ego David Whiteson, online editor; Connor Fisher, colorist. Music Grayson Matthews Vlad Nikolic, engineer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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