Advertising agency BBDO Toronto created a campaign for the Canadian Paralympic Committee in support of the upcoming Paralympics in Sochi.
All too often the Paralympic athletes get overlooked. People forget about the “games after the games,” so to speak. This campaign features some of the awe-inspiring athletes who will be attending this year’s Paralympics. It’s great to finally see some of these athletes getting the recognition they deserve.
The print ad seen here features Mark Arendz, Team Canada.
Mark is a 23-year-old student from Prince Edward Island. He is currently studying Kinesiology. Mark’s interest in sports began at a young age. At five years old he was already skiing in the backyard. When Mark was seven years old, he was involved in a farm accident that required an amputation above his left elbow. This experience changed Mark’s life, but it did not deter his love of sports, including skiing.
Mark says, “Since I can remember I wanted to represent Canada at the Olympics. I wasn’t sure what sport it could be in but I knew I wanted to wear the Maple leaf, and the five rings. When I lost my arm that dream never changed it was only a word, instead of Olympic it became Paralympic.”
Mark is now a member of the Canadian Para-Nordic Ski Team. He made his Paralympic debut in 2010. After this, he had a fantastic 2010 – 2011 season. He finished second in the IPC World Cup, and took home three gold, two silver and one bronze medal. In the 2011-2012 season Mark brought home more medals and finished second overall for a second time. But during this pre-Paralympic season, Mark took home first place overall on the IPC World Cup biathlon circuit for his category. He is expected to ski right to the podium during the 2014 Paralympic games.
To learn more about Mark’s story, click here.
To see the #WHATSTHERE commercial, click here.