HIGHLIGHTS:
Campaign resulted in the most watched, and socially engaged Paralympic games ever.
Covered in Time, the WSJ, People, Sports Illustrated, Self and others.
Over 40MM views first week.

SYNOPSIS:
Creating the most-watched Paralympics ever, by challenging the biases of sports fans over what a "real athlete" looks like. 

The average sports fan doesn’t tune in to the Paralympics. Why? Because they typically don’t think of Paralympians as “real” athletes.

To combat that stigma, we launched “Show the World”, a challenge to sports fans to illustrate everything they were missing by putting their attention everywhere but where it should be; on the parallympic games.

To get would-be spectators watching us, we put Paralympians stories where sports fans eyeballs were currently: Social Media and sports related Youtube content. By Hijacking their attention with the incredible feats these athletes could do, we knew we could change audience perceptions by daring them to look away. 

During the opening ceremonies, we put Paralympians at the center of the global conversation by infiltrating the language of the internet - Memes.  We launched the "Meme Opening Ceremonies" on Giphy, flooding the internet with Team USA versions of the most popular memes in circulation - including the creation of  audio-enabled versions for the hearing impaired - getting 40M+ views in the first week of competition