The Hartford has supported the Paralympic Movement for more than 20 years and proudly sponsors athletes with disabilities that focus on their abilities, not perceived limitations.
In 2014, for the first time ever, the Paralympic Games would air on television in the U.S. The Games were held in Sochi, Russia, immediately following the Winter Olympics. As a sponsor of the U.S. Paralympic Team, The Hartford wanted to create web content featuring their sponsored athlete – Evan Strong, Paralympic snowboarder.
Our approach was documentary-style. This video content was integrated with a larger campaign that started with television spots, where athletes define themselves by what they can do, not by what they can’t.
Evan had so much more to tell than we could capture in 30 seconds. His story and inspiration warranted a longer form video.
The video saw over 2,400 organic views on YouTube.