The Canadian Olympic Committee (COC) unveiled a new brand platform that celebrates its athletes and highlights our shared values while challenging Canadians to think about what it means to ‘Be Olympic’.
The campaign features a number of highly cinematic short films based on athlete stories and insights (including 10-, 30- and 60-second spots), as well as a host of other innovative narrative elements, including digital video content, out of home advertising, print stories, and social media tactics.
At the center of this new campaign is a beautifully shot, stylized, dreamlike, and powerful TV spot entitled 'Virtue and Victory' introducing the stories of Canadian athletes that exemplify both Canadian and Olympic values. The spot features Olympians Denny Morrison (long track speed skating), Chloé, Maxime and Justine Dufour-Lapointe (freestyle skiing), Eric Radford and Meagan Duhamel (figure skating), Mark McMorris (snowboard), Hayley Wickenheiser, Vicky Sunohara and Caroline Ouellette (ice hockey). The TV spot ends with a call to action for Canadians to learn more about the athlete stories, and visit additional materials like a look behind the scenes and more photography at http://www.beolympic.ca.
Agency: Sid Lee
Client: Canadian Olympic Committee