The campaign kicked off on Aug. 17 to introduce a new name and visual identity for the former International Wheelchair Rugby Federation. A 90-second spot shows a man watching Team Canada’s two-time Paralympian Zak “The Kid” Madell play and deciding to train to become a wheelchair rugby player himself.
As he races with the ball during a match, Madell crashes into him, knocking him down and stealing the ball. The closing message makes the federation’s goal here: “We’re not here to inspire. We’re here to win.”
“By showcasing the game’s competitive energy and the determination of the athletes, we’re showing a side of the sport that hasn’t really been highlighted this widely before.”
Read more with video at: ADWEEK