Canadian paralympics — Real life Superheroes

This was the Canadian Paralympic Committee’s first-ever national ad campaign, launched ahead of the Vancouver 2010 Games to reframe how the country saw its athletes. The work didn’t just spotlight perseverance. It honored elite performance. Each film focused on skill, speed, and strength—dignifying these athletes through the lens of pure athleticism.

The response? Record-breaking crowds. National press. International awards. And a cultural shift in how Canadians show up and cheer.