To raise awareness around the 2014 Winter Paralympics, BBDO Toronto focussed on the intensity of being an athlete. When people look at Paralympians, they can make the mistake of focussing on their disabilities rather than the extraordinary abilities they practice through their sport. Using a letterbox effect that slowly widens to reveal the true nature of these athletes, the 60-second spot forces viewers to concentrate on what makes Paralympians great. It's not what's missing, it's what's there.
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