Shining a light on two letters with the power to stall progress.

2045 reframed the word ‘no’ as a catalyst for possibility. Working with 3x Paralympic snowboarder Ben Tudhope, we commissioned local artist Gastón the Painter to spell out Ben’s defiant journey on his board. Challenging perceptions of disability and celebrating the determination that defines Para sport. An integrated campaign spanning large-format OOH, radio, digital, PR, social and the 2026 Milano Cortina Winter Olympic and Paralympic broadcast integration with Channel 9.