The Canadian Paralympic Committee (CPC) teamed up with agency BBDO Canada/Toronto to launch a limited edition Lego ‘Para Expansion Pack’ to leverage the Tokyo 2020 Paralympics and spread a message of inclusivity.
Tokyo 2020 marked the first time in Canadian that the Paralympics were broadcast on national television in prime time and the CPC marked the occasion by taking inclusivity to a whole new arena – Lego.
To promote interest in and awareness of the Paralympics, the CPC’s ‘ParaExpansion Pack’ includes new toy prototypes of 11 custom mini-figure 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 and 3D model files have been made available on the organisation’s website for people to 3D print the pieces themselves.
The ‘Para Expansion Pack’ is promoted via the CPC’s social media and on a dedicated page within the Paralympic.ca website via dual language content led by a hero spot.
The CPC’s objective is to encourage the world’s leading Lego makers to take notice and consider incorporating some of the new pieces into future sets and thus to make them more representative of the population as a whole.
“For us, inclusion has always been fundamental,” said CPC Executive Director of Communication and Brand Martin Richard. “The Expansion Pack helps broaden the awareness of that inclusivity and celebrate Paralympic athletes.”
“It’s about giving these competitors their due, not just as athletes but as icons of popular culture,” added BBDO’s Chief Creative Officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”
The campaign was briefed by Canadian Paralympic Committee Executive Director, Communications & Brand Martin Richard and Manager, Content & Digital Media Emily Gentes by a team at agency BBDO Canada which included Chief Creative Officer Max Geraldo, VP ACD & Art Director Mike Schonberger, ACD/Writer Simon Craig, SVP rand Reputation & Business Director Rebecca Flaman, Group Account Director Tania Montemarano, VP Planning Dan Koutoulakis, Senior Planner Colin Kikcio and Senior Print Production Manager Rob Quan.
There was further input from BBDO Montreal Senior Writer Johan Af Ström, Project Manager Charlotte Rivard and Senior Account Director: Madjid Hamidi, plus a production team from Flare BBDO Toronto and PR by Shannon Stephaniuk of Glossy.
Comment:
Developed by the CPC agency partner BBDO Canada, the ‘Para Expansion Pack’ is an additional strand to the organisation’s ‘We’re Here’ Paralympic advertising campaign which features Canadian parasports stars such as wheelchair basketballer Patrick Anderson, swimmer Katarina Roxon and ice hockey team captain Tyler McGregor.
While Lego has previously included figures representing emergency service workers, astronauts and even science fiction characters, until now it hasn’t fully reflected the parasport community.
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