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The Canadian Paralympic Committee Uses Beloved Building Toys to Share Strong Message Around Inclusivity

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The ‘Para Expansion Pack’ from BBDO Toronto features a para-arm, a prosthetic leg, and a running blade, as well as a basketball wheelchair

The Canadian Paralympic Committee Uses Beloved Building Toys to Share Strong Message Around Inclusivity

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.

“For us, inclusion has always been fundamental,” says the CPC’s executive director of communication and brand, Martin Richard. “The Expansion Pack helps broaden the awareness of that inclusivity and celebrate Paralympic athletes.”

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.

“It’s about giving these competitors their due, not just as athletes but as icons of popular culture,” said BBDO’s chief creative officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”

The 'Para Expansion Pack' is being promoted via social media and on a dedicated page within the website.

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Client: Canadian Paralympic Committee

Martin Richard: Executive Director, Communications & Brand

Emily Gentes: Manager, Content & Digital Media


Agency: BBDO Canada

Chief Creative Officer: Max Geraldo

VP ACD, Art Director: Mike Schonberger

ACD, Writer: Simon Craig

SVP, BBDO Brand Reputation, Business Director: Rebecca Flaman

Group Account Director: Tania Montemarano

VP, Planning: Dan Koutoulakis

Sr Planner: Colin Kikcio

Sr. Print Production Manager: Rob Quan


Agency: BBDO Montreal

Senior Writer: Johan af Ström

Project Manager: Charlotte Rivard

Senior Account Director: Madjid Hamidi


Production Company: Flare BBDO Toronto

VP, Executive Producer: Dave Lembke

Producer: Janice Rebelo

Director & Photographer: Brett Morris

Production Designer: Alex Sayapov


PR: Shannon Stephaniuk, Glossy

Categories: Awareness, Corporate, Social and PSAs

BBDO Toronto, Mon, 23 Aug 2021 13:35:58 GMT