Just Because Leo Can

Pro Bono Digital Advertising - Series

2025

VML Canada, Toronto, ON
w: vml.com

Ad Agency: VML Canada Chief Creative Officer: Graham Lang Group Creative Director: Jake Hope Creative Director: Cam Spires Senior Designer: Jiaan Co Designer: Sara Nguyen Chief Strategy Officer: Christine Maw Strategy Director: Marjorie Mackenzie Head of Production: Tim Pelz Motion Graphics Artist: Veronica Medina Editor: Alexandra Beals, Alec Hanham Chief Client Officer: Emma Toth Group Account Director: Mara Neil Account Supervisor: Lauren Publicover Production House: Sequoia Director: Dylan Maranda Producer: Philip Thomas Director of Photography: Jeremy Cox Post-Production House: Elemental Post Colourist: David Tomiak Sound Production: Flip 78 Sound Inc. Sound Designer: Eric Mosher Client: Rick Hansen Foundation Vice President Strategic Initiatives: Sarah McCarthy Sr. Director, Awareness: Laura McBride

The Rick Hansen Foundation partnered with adaptive athlete Leo Sammarelli for a powerful social campaign. In a raw Instagram video, Leo, in his wheelchair, struggles to climb stairs unaided. This transforms an ordinary barrier into a profound statement. The tagline, Just because we can, doesn't mean we should have to, reframed accessibility as society's responsibility, driving 71% more donations and shifting perceptions about everyday barriers faced by people with disabilities.