What happened?

A familiar question that athletes and people with disabilities often hear gets reframed through a world-class competitive lens and a career-defining moment. This campaign aired during the Paris Olympics and was an AdWeek’s Best of Paris and an AdAge Editor’s Pick.

An indoor advertisement featuring a man with prosthetic legs who is a Paralympic gold medalist, sitting on a staircase with large bold text saying 'WHAT HAPPENED?' and a quote from Ntando Mahlangu, a Paralympic gold medalist, about winning three gold medals before his 21st birthday. The ad includes logos for Citi, ESPN, and Para Sport.
An advertisement featuring a young woman with a prosthetic leg sitting on a bench in an indoor athletic arena. The text reads 'WHAT HAPPENED?' and a quote attributed to her states, 'I won seven world titles in a week. That's what happened.' The branding shows logos of CIT and IPC Sport.
Advertisement featuring a man in a wheelchair standing in front of lockers, with the text 'WHAT HAPPENED?' and a quote from Trey Jenifer about winning gold. Logos for Citi and Para Sport are at the bottom.
Billboard advertisement with the headline "What Happened?" and underneath, text that says "Game. Set. Match. Gold. That's what happened." The background features a woman with a prosthetic leg, sitting on a bench in a hallway, looking off to the side. Logo of Citi and Paralympic Sport at the bottom right corner.
A man in a wheelchair sitting in a locker room, wearing a denim jacket and hoodie, looking contemplative. Lockers are visible in the background. Text on the left discusses a campaign about Paralympic athletes and their achievements.