In the lead up to London 2012, the Canadian Paralympic Committee unveiled its bold marketing campaign - the Super Athletes!
These distinctive, gutsy 45-second athlete vignettes are designed to generate awareness and interest in Paralympic sport, to promote Paralympic athletes and illustrate the highly competitive nature of the Paralympic Games. In the vignettes, every athlete is given a nickname that resonates with attitude and is based on their specific competitive profile and character.
Team Canada wheelchair basketball star Cindy Ouellet is one of Super Athletes featured in the campaign. Ouellet has been a member of the Sr. Women's National Team since 2007 and she will compete in her second Paralympic Games in London this summer.
An additional background video profile (two minutes each) for every Super Athlete explores how the athlete got started in parasport and what it means to them to represent their country, with the goal of inviting viewers to get involved. In addition to the videos, users can access detailed information about each Super Athlete, such as their training regime, what keeps them going, their background and achievements, via the [CPC’s Facebook Page] or website at www.paralympic.ca.
Carpe diem: I have it tattooed on my wrist. It means everything to me, on and off the court. I live by it. - Cindy Ouellet
[London 2012 Paralympic Games]
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