As the Paralympic Games in Paris approach, the Croatian Paralympic Committee (HPO), in collaboration with the creative agency McCann Zagreb, has launched a new image campaign that presents Croatian Paralympians in a completely new and refreshing way. The campaign, which completely omits any connection to disability, highlights the strength, determination, and power of these top athletes, portraying them as video game heroes with “superpowers” such as perseverance, courage, positivity, and endurance.
“It was a great honor for McCann to work on a project supporting Croatian Paralympians. We are always pleased when we can use our creative ideas to send important and inspiring messages to society,” said Goranka Mijić, Head of Client Service at McCann Zagreb.
McCann Zagreb’s Creative Director, Vanja Luetić, pointed out that the project was extremely challenging because they wanted to present the Paralympians as elite athletes without focusing on their physical challenges. “Everything fell into place when we realized that ‘games’ are unattainable for most people, while Paralympians have these games set at an even harder level. The decision was made to present them as video game heroes and highlight their achievements in a visually and communicatively attractive way,” added Luetić.
The President of the Croatian Paralympic Committee, Ratko Kovačić, added: “People are often unaware of the immense creativity of people with disabilities. When we talk about Paralympians, they never say ‘I can’t do that!’ Instead, they focus on overcoming obstacles and are determined by their abilities. I am happy that with this campaign, we can focus solely on the ‘superpowers’ of our Paralympians ahead of the Games in Paris.”
To realize this campaign, McCann Zagreb assembled a team of their best creatives, who recognized the importance of mental strength and how crucial it can sometimes be to overcome oneself in every aspect of life. The campaign was realized with the support of the production company Komakino, director Renata Lučić, the Poster studio, photographer Franjo Matković, and other partners who contributed their knowledge and effort.
This campaign, which emphasizes willpower, strength, and perseverance, is the result of collaboration between HPO, McCann, Renata Lučić, Franjo Matković, the production company Komakino, and the Poster studio. It is already available to the public, and its results will be visible during the Paralympic Games in Paris, from August 28 to September 8.
