Citi "Stare at greatness" by Publicis

Financial services provider Citi has launched a social media campaign by Publicis to promote its partnership with the Paralympic Games.

The global campaign features athletes in Team Citi revealing what makes them "stareworthy", using the hashtag #StareAtGreatness on Twitter and Instagram.

The intention is for people across the world to share their own experiences of disability and help change perceptions of it.

The production company was NM Productions, with photography by Patrik Giardino.