« Ce qui manque n’a aucune importance », la campagne du Comité Paralympique Canadien

Le « monde » entier semble savoir que les Jeux Olympiques d’Hiver commencent aujourd’hui, 7 Février. Mais peu de personnes savent que les Jeux Paralympiques d’Hiver auront lieu le mois prochain, à Sotchi du 7 au 16 Mars.

La publicité du Comité Paralympique Canadien a pour but d’inverser cette tendance. Postée sur YouTube en début de semaine, la publicité démarre avec un zoom sur des athlètes des jeux d’hiver : un joueur de hockey, un skier et un snowboarder. A la fin de la vidéo, les mots nous manquent et je préfère vous laisser avec ces 60 secondes qui vont parler d’eux mêmes.

Avec les Jeux Paralympiques d’Hiver de Sotchi en vue, les amateurs de sports canadiens ont droit à une nouvelle campagne de marketing provocatrice qui force les auditeurs à voir au-delà des handicaps des athlètes paralympiques – et, à la place, à comprendre leurs capacités complètes, d’élite et de niveau mondial.

La campagne télévisée du Comité Paralympique Canadien est conçue et produite par BBDO Toronto. Les éléments de la campagne peuvent être vus et partagés dans le site Internet Paralympique.ca, sur la chaine YouTube, sur Twitter et sur Facebook.

« Cette campagne est une occasion fantastique d’améliorer la sensibilisation et de démontrer ce dont nous, en tant qu’athlètes paralympiques, sommes capables » a dit le skieur de fond et biathlète Mark Arendz, l’un des athlètes de la campagne du Comité Paralympique Canadien. « Je suis très fier de faire partie de ce projet et j’espère qu’il inspirera les Canadiens à suivre Équipe Canada et à nous encourager quand nous concourrons à Sotchi le mois prochain. »

La campagne comporte aussi des print qui présentent des athlètes vedettes et prometteurs. Parmi les 14 athlètes en vedettes dans la campagne des annonces imprimées « Ce qui manque n’a aucune importance », il y a les athlètes de para-snowboard Michelle Salt et Tyler Mosher,  les joueurs de hockey sur luge Dominic Larocque et Tyler McGregor, les skieurs para-alpins Josh Dueck et Kimberly Joines, les skieurs para-nordiques Mark Arendz, Brian McKeever et le guide Erik Carleton et l’équipe de curling en fauteuil roulant.

Voici l’intégralité des prints de la campagne du Comité Paralympique Canadien :

CPCSochi2014_WhatsThere_TMosherFR2 CPCSochi2014_WhatsThere_TMcgregorFR2 CPCSochi2014_WhatsThere_TMcgregorFR CPCSochi2014_WhatsThere_SGaudetFR CPCSochi2014_WhatsThere_MSaltFR3 CPCSochi2014_WhatsThere_MSaltFR2 CPCSochi2014_WhatsThere_MSaltFR CPCSochi2014_WhatsThere_MArendzFR2 CPCSochi2014_WhatsThere_MArendzFR (1) CPCSochi2014_WhatsThere_TMosherFR CPCSochi2014_WhatsThere_MArendzFR CPCSochi2014_WhatsThere_KJoinesFR2 CPCSochi2014_WhatsThere_JDueckFR2 CPCSochi2014_WhatsThere_JDueckFR3 CPCSochi2014_WhatsThere_DLarocqueFR3 CPCSochi2014_WhatsThere_DLarocqueFR2 CPCSochi2014_WhatsThere_DLarocqueFR CPCSochi2014_WhatsThere_BMcKeeverFR CPCSochi2014_WhatsThere_BMcKeeverFR2 CPCSochi2014_WhatsThere_BMcKeeverFR3

En novembre dernier, le Comité Paralympique Canadien a annoncé la couverture la plus complète jamais offerte au Canada pour des Jeux paralympiques – plus de 65 heures de diffusion et jusqu’à 350 heures d’images numériques, reliant les Canadiens par les multi-plateformes, au grand bonheur des athlètes.

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