Athletics Canada
I Don't Do Easy

Sport is hard, but therein lies the reward.

Athletics Canada, the governing organization for Canadian track and field, gave us a simple brief: "The same, the same.” 

The goal: inspire and recruit the next generation of Canadian para-athletes. Our job was to craft an inspirational video and accompanying 30s spot that would be shown on TV and in schools across Canada. 

All athletes, regardless of physical disability, have the talent and the ability to compete, yet awareness and education remain the main challenges for recruitment in para-sport. Athletics Canada has begun the movement to ensure that all athletes have equal opportunities to compete at the highest levels.

Deliverable
2-Minute Inspiration Video, 30-Second TV spot for national broadcast
In the Wild
Peak broadcast audience during Paralympic Games
7.2 million
Athletics Canada
I Don't Do Easy

Sport is hard, but therein lies the reward.

Athletics Canada, the governing organization for Canadian track and field, gave us a simple brief: "The same, the same.” 

The goal: inspire and recruit the next generation of Canadian para-athletes. Our job was to craft an inspirational video and accompanying 30s spot that would be shown on TV and in schools across Canada. 

All athletes, regardless of physical disability, have the talent and the ability to compete, yet awareness and education remain the main challenges for recruitment in para-sport. Athletics Canada has begun the movement to ensure that all athletes have equal opportunities to compete at the highest levels.

Deliverable
2-Minute Inspiration Video, 30-Second TV spot for national broadcast
In the Wild
Peak broadcast audience during Paralympic Games
7.2 million