A kid’s only limit should be what they can imagine

Canadian Tire’s charity, Jumpstart, announced a $50 million donation to help kids with disabilities participate in sports. Our pre-roll spots challenged the viewer’s perception of which kids we think can participate in sports — starting with a close up of the kid, the screen cuts to black, allowing the viewer to fill in their own image of the child. When we cut back — we’re looking at a kid with a disability. Was that what you imagined? The 60s spots told the kids’ full story.