McCann Worldgroup has today unveiled its ticket sales campaign for the London 2012 Paralympic Games.
The nationwide outdoor and online campaign aims to drive traffic to the ticket applications website until the deadline closes on 26 September.
McCann said its creative treatment is intended to put "elite sport first, disability second". The agency enlisted illustrator HelloVon to capture top Paralympians including poster-boy sprinter Oscar Pistorius.
Creatives Chloe Grindle and Michael Thomason said: "We wanted to bring the thrilling and dramatic reality of Paralympic sport to a new audience. We aimed to do this by using real moments of elite Paralympic sport to grab the reader’s attention then change their perceptions."