This film from the Canadian Paralympic Committee (CPC) features perspectives from paralympians on the emotional challenges surrounding COVID-19, while reassuring Canadians there is a way forward.
With the onset of the global pandemic, many Canadians found their lives changed in an instant. The new 30-second PSA, produced by partner agency BBDO Canada, captures why the fallout is an experience those with disabilities know all too well–albeit for vastly different reasons.
“For many Canadians, the anxiety of this experience feels so acute because it seems so unprecedented,” said Martin Richard, CPC executive director, communications and brand. “But in another way, many athletes with a disability have been through emotional experiences like this. Your life is dramatically changed due to circumstances beyond your control–and only you get to decide how you move forward.”
Like many brands and associations, the CPC was forced to change gears because of COVID-19. Following the cancellation of the 2020 Tokyo games, they quickly found a unique approach they felt confident in, said BBDO Canada executive creative director Chris Booth. “Working with our client, we identified a deeper insight surrounding the emotional journey of having your life affected by disability, and how sharing those experiences can give hope and support during these times.”
In order to create the PSA in self-isolation, BBDO Canada’s in-house production arm Ricochet worked with athletes by email, providing instructions on how to maximize sound quality while recording their voiceover at home. The narration was then paired with photography captured by AJ Messier for the CPC at their Athletes Summit in January.
The 30-second film is running on Canada’s Paralympic media consortium and online, in English and French. BBDO Canada previously partnered with CPC for the Greatness is Rare campaign to share the extraordinary achievements of Canada’s Paralympic athletes during the 2018 PyeongChang Paralympic Winter Games.
CreditsClient Canadian Paralympic Committee Agency BBDO Canada Jacob Pacey, copywriter; Brendan McMullen, art director; Chris Booth, Derek Blais, SVP creative director; Beatrice Bodogh, VP head of broadcast. BBDO Montreal Patrick Emiroglou, copywriter; Glen Cambridge, VP. operations. Production Richochet Sarah Sutherland, producer; Matthew Dell, sr. editor; Mike Rosnick, audio production manager; Raquel Velasquez, jr. editor. Photography AJ Messier
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More