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By Hannah Bowler, Senior Reporter

April 23, 2024 | 2 min read

A rousing Canada’s Paris Olympics campaign brings out the stars.

The Canadian Olympic Committee has shone a light on a different side of its athletes that audiences typically don’t get to see ahead of the Paris Summer Olympics.

The ‘Brave is Unbeatable’ campaign has been created by The Hive agency and includes the 60-second spot ‘What We Don’t See’. The ad is directed by Canadian filmmaker Hubert Davis and narrated in English by actor Michael J Fox and in French by Celine Dion.

Weaving together archives from the athlete’s childhoods with footage of them preparing for Paris, the films shed light on anxiety, injuries, and ageism.

It was developed on the insight that Canadians feel that achieving their goals seems out of reach. “We’re so used to hearing people on TV say how easy athletes make it look,” said Mike Albrecht, creative director at The Hive. “I always smile when I hear that because world-class athletes must go through so much that we don’t see. When we started talking about this everything just clicked”.


Creative agency: The Hive

Partner, chief exeuctive officer: Jared Stein

Partner, chief strategy officer: Dustin Rideout

Vice president, client services: Hilary Roberts

Vice president, client services: Shawna Hayman

Executive creative director: Sacha Ouimet

Executive creative director: Jung Ahn

Creative director, art director: Ryan Speziale

Creative director, copywriter: Mike Albrecht

French copywriter: Mario Laberge

Designer: Teresa Tam

Designer: Carol Hung

Production artist: Araina Gillis

Strategy director: Jean George

Account director: Lauren Smith

Account supervisor: Kelsey Parker

Account supervisor: Kaitlin Cruz

Senior producer: Tessa Waisglass

French producer: Liliane Clune

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