We are the bold,

the brave,

the beautifully

unsteady.

We transform every involuntary movement into a symbol of style.

Every shuffle into a dance. Every tremor into a beat.

We embrace the wobbles, the wiggles, and the wonky moments.

When our bodies refuse to co-operate and our voices falter.

For it is in these movements we find our new and distinct rhythm of life.

Our swagger is more than just a walk.

It’s the art of moving with purpose. A confidence that propels us ever forward.

It all starts with you

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Why Swagger?

This won’t reflect everyone’s experience, but it embraces the possibility of living with confidence, and yes, even swagger, with Parkinson's.

The intention is to inspire boldness, confidence, and an embrace of wobbles and wiggles. To be unapologetic about the way you move in the world.

Watch the video

The ad stars Robert Kastelic, a Toronto resident with Parkinson’s. Robert confidently strolls to Beck's "Beercan," his movements reflecting both his swagger and Parkinson’s.

About the ad

Extensive research on Parkinson's informed our agency's creative process. Interviews with stakeholders and previews for those living with Parkinson’s guided our direction. The chosen concept resonated deeply, evoking hope and inspiration.

Just like you

People with Parkinson’s are at the centre of our work, including our latest ad campaign. People with Parkinson’s want to be seen as themselves first, and not be defined only for their symptoms, their struggles, their Parkinson’s.