In the lead-up to the 2008 Beijing Paralympic Games, Publicis Mojo, the advertising agency for Australian Paralympic sponsor Toyota, donated its services to create a campaign to promote Paralympic sport and assist the fundraising efforts of the then Australian Paralympic Committee (APC). The campaign was based around the tagline ‘UNBELIEVABLE’. Three radio ‘community service advertisements’ (CSAs) had been released in September 2007 and continued to be played nationally. In May 2008, three print ads, featuring subtle images of Lindy Hou, Kurt Fearnley and Matthew Cowdrey, were distributed to newspapers around Australia. Toyota and Publicis Mojo were large buyers of print advertising in Australia and their support assisted the APC in achieving wide placement of the ads, especially in News Limited publications.
Date: May 2008
Author: Created by Publicis Mojo for the Australian Paralympic Committee.