To promote the Rio 2016 Paralympic Games, we wanted Canadians to experience how badass Canada's Paralympic Team is firsthand. So we created the ParaTough Training Series. Similar to Insanity or P90X, it's a workout program with five extremely tough follow-along workout videos, all led by Canadian Paralympians. We launched with a 30-second TV ad that introduced the workout series and drove to ParaTough.com, where all of the workout videos are housed.

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Awards: The Epica Awards, Webbys finalist, Marketing shortlist, Communications Arts shortlist