Paramedia

Creative idea

To boost viewership for the 2026 Paralympics, we created a unique medium: a billboard with a handicap. By symbolically removing the billboards’ support 'limbs,' we mirrored the daily reality of athletes facing uncomfortable stares on the streets. This striking physical metaphor immediately redirected the public’s gaze from staring at a disability to where attention is truly deserved and celebrated: watching and supporting elite Czech para-athletes competing for medals.

Brand name: Czech Paralympic Committee
Advertiser / client: Český Paralympijský Výbor, z.s.
Product / service: NGO
Campaign name: Paramedia
Agency network: VML
Agency: VML Czechia, Prague
Agency chief executive officer: Iva Welker
Chief creative officer: Jake Barrow
Creative director: Štěpán Kouba, Karla Calheiros
Art director: Aleš Pokorný, Carlos Paboudjian
Copywriter: Ondřej Potůček
Designer: Soumik Babuya
Account director (agency): Patricie Jelínková
Client account director: Karolína Bate Krejsová
Strategic planner / strategist: Tereza Košťálková