The Best Work You May Never See: Canadian Paralympic Committee, BBDO Canada Builds Inclusivity With "Para Expansion Pack"


Robert Goldrich
Saturday, Aug. 28, 2021


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Tokyo 2020 marks the first Canadian primetime 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 “Para Expansion 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.

This video introduces the “Para Expansion Pack.”

Developed by the CPC’s agency partner BBDO Canada, the “Para Expansion Pack” is an extension of the organization’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 Canada’s chief creative officer Max Geraldo. “In its own small way, the Para Expansion Pack helps them take their place as stars.”


Client Canadian Paralympic Committee Agency BBDO Canada Max Geraldo, chief creative officer; Mike Schonberger, VP, associate creative director, art director; Simon Craig, associate creative director, writer. BBDO Montreal Johan af Strom, sr. writer. Production Company Flare BBDO Toronto  Brett Morris, director & photographer; Dave Lembke, VP, exec producer; Janice Rebelo, producer; Alex Sayapov, production designer

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