adam&eveDDB dispel harmful misconceptions about the Paralympic Games in their empowering new campaign for the International Paralympic Committee titled, ‘The Paralympic Dream’. In an effort to drive global viewership for the Paris 2024 Paralympic Games, the new campaign dismisses the conventional idea that the Paralympics is primarily about bringing together persons with disabilities to participate in joyous sporting harmony, instead emphasising all the impressive athleticism and edge-of-your-seat competition that takes place during the event. The striking :60 TV spot - a collaborative effort between adam&eveDDB New York and London - cuts through the condescending tropes, showcasing the Paralympic Games for what it truly is: a high-performance sporting event, serving as an arena for preeminent athletes to exhibit their fierce sporting talent and compete against the best. Starting in a dream-like animated world where athletes run, jump, fence, and paddle, we see loveable characters travelling hand-in-hand through a fantastical Paris. They frolic among fluffy clouds, flowers, and bright colours, all set to the sound of Paul McCartney’s anthem, “We All Stand Together”. This saccharine picture of the Paralympics is then suddenly shattered as British Paralympic taekwondo athlete Amy Truesdale is kicked in the chest and crashes to the mat - the message comes across loud and clear, “They’re not playing games”. The animated world is then juxtaposed with the harsh reality of competitive sports as we experience the grunts, clashes, sweat, and triumphs of the true athletes that the Paralympians really are. The campaign breaks on 20th May to mark the 100-day countdown to the Paris 2024 Paralympic Games. It launches online on the International Paralympic Committee’s owned channels, and will roll out globally in up to 185 countries and territories, across TV, online, and social, thanks to the support of Paris 2024 Paralympic Games Media Rights Holders, National Paralympic Committees and International Federations. cain&abelDDB worked on all global adaptations of the campaign, delivering over 140 assets across 9 different languages for TV, online, and social. Audio described and subtitled versions will be produced in English to ensure accessibility for all. The film was directed by Sam Gainsborough via BlinkInk.