AUSTRALIAN PARALYMPICS

Medium
TV/Print/Digital/Social

'Unbelievable'
The Paralympic Games in Beijing was quickly approaching and Australian awareness for the upcoming event was quite low.  There was a misconception that Paralympians weren’t real athletes and that the Games weren’t as tough to compete in as the official Olympics. 

To counter this, we created a campaign that focused on the athletes’ unbelievable achievements, rather than their disabilities.  This campaign was supported by television, press, online, and radio, and our tag line, “Unbelievable,” became a catchphrase for the entire Paralympic Games. 

Australian attendance in Beijing was the highest since the Paralympic Games began in 1960.

Agency
Publicis Mojo, Sydney