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Category
Social Engagement / Community Building
Annual ID
OS_SM19057M
About the Work
Due to a lack of media coverage, the incredible accomplishments of Paralympic athletes were going unseen. So, we created our own social broadcast network made entirely of fans. After securing over 600 hours of LIVE events direct from PyeongChang, we launched a recruitment campaign inviting fans to become broadcasters. On our website, events organized by sport, date and time were scheduled for broadcast up to a week in advance. When they went live, it posted to social feeds automatically, extending coverage and creating an entirely new fan base in the process. The campaign resulted in an +11,000% increase in viewership – making the 2018 Paralympic Games the most watched in Canadian history.
2019 Awards
Total Points: 2
Merit
Credits
Agency
BBDO / Toronto
Production Company
Asymetric / Toronto
Music / Sound Production Company
Grayson Matthews / Toronto
Post Production Company
Married to Giants / Toronto
Alter Ego / Toronto
Art Director
Mike Schonberger
Chief Creative Officer
Todd Mackie
Denise Rossetto
Creative Technologist
Melissa Hadley
Jason Dick
Jeff Sangster
Digital Artist
Connor Fisher
Director
Kacper Larski
Director of Photography
Kiel Milligan
Editor
Monica Remba
David Whiteson
Group Creative Director
Matt Hubbard
Mike Schonberger
Programmer
Douglas Glover
Jeff Sacco
Social Media Manager
Scott Douglas
Sound Designer
Vlad Nikolic
Strategist
Tom Kenny
User Experience Designer
Trevor Shaikin
Writer
Matt Hubbard
Account Team
Rebecca Flaman
Tania Montemarano
Andrea Stranges
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