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Top 6: September 8th 2021
Ambient
Canadian Paralympic Committee: Para Expansion PackTop 6: September 8th 2021
Tokyo 2020 marks the first Canadian prime time 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 'ParaExpansion 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. Developed by the CPC’s agency partner BBDO Canada, the 'Para Expansion Pack' is an extension of the organisation’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.
Client: Canadian Paralympic Committee RelatedAlso best this week |
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