Para Expansion Pack
The Canadian Paralympic Committee (CPC) has introduced a groundbreaking initiative that is set to revolutionize the toy industry and playtime: the Para Expansion Pack. This isn't just a set of toys; it's a movement towards inclusivity and representation in the most fundamental aspects of culture—play. By integrating figures that represent the Paralympic community and individuals with disabilities into the world's most beloved building toy, CPC is taking a stand to ensure that inclusivity is not just an afterthought, but a cornerstone of playtime.
In a world where the disabled community has often been sidelined, the CPC's effort to make Paralympic athletes and individuals with disabilities a regular part of children's play narratives is profound. With 3D printing technology, the Expansion Pack invites enthusiasts to print and integrate these custom pieces, representing para-arms, prosthetic legs, running blades, and even a basketball wheelchair, into their existing sets, effectively democratizing the process of inclusion.
This initiative is a striking example of how inclusion can be engineered into the DNA of product development. This campaign does more than just speak to inclusivity; it embeds it into the fabric of everyday life, making the extraordinary stories of Paralympians and individuals with disabilities a natural part of the storytelling that unfolds in playrooms around the world.
Key Takeouts:
Inclusive Design in Play: The Para Expansion Pack is a pivotal step in inclusive toy design, showcasing how play can and should reflect the diversity of the real world.
Technology as an Enabler: Utilizing 3D printing technology, CPC empowers individuals to bring inclusivity into their own homes, fostering creativity and awareness.
Cultural Shift: The CPC's initiative signals a broader cultural shift, advocating for representation and recognition of the disabled community in all areas of life, including media and leisure activities.
This initiative is a striking example of how inclusion can be engineered into the DNA of product development
The Para Expansion Pack by the Canadian Paralympic Committee is more than a set of toys—it's a symbol of change and a practical tool for inclusion. It challenges the status quo, encourages participation, and, most importantly, it celebrates the strength and diversity of the human spirit in the universal language of play. This campaign is a clarion call to the industry and the public: inclusivity is not just a niche concept but a universal mandate that enriches our collective experience.
Board
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Advertising 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 / GlossyDescription text goes here
