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Canada’s Winter Olympics Campaign Highlights The Spirit Of The North

The #WeAreWinter campaign goes in-depth into the Canadian national athletic identity.

Rachel Pincus
Rachel Pincus on January 6, 2014.

As the beginning of the 2014 Winter Olympics in Sochi, Russia approaches, Canada, with the help of Toronto-based agency Proximity Canada, is throwing its support behind its winter athletes with a high-octane campaign featuring 17 Sochi medal hopefuls, including Kaillie Humphries, Mark McMorris and Mikaël Kingsbury, as well as some all-star voiceovers: four-time Olympian and Lillehammer 1994 Olympic gold medallist Jean-Luc Brassard and Salt Lake City 2002 Olympic gold medallist, Steve Yzerman. The first 60-second spot aired nationally during CBC’s coverage of the 2014 Bridgestone NHL Winter Classic® on January 1 on CBC-TV and online at cbcsports.ca, and the campaign will continue to broadcast until the games begin.

“The essence of this campaign originated from conversations with our  athletes who all said the same thing: Winter defines them and defines who we are as a country,” said Derek Kent, Chief Marketing Officer, Canadian Olympic Committee. “We wanted to inspire Canadians by  showcasing the drive, determination and grit of our athletes as they  train for the Olympic Games. We wanted Canadians to really get to know our athletes and their remarkably inspiring stories. We are proud of what we have built and that we are putting a brighter spotlight on  our national sporting heroes.” Canadian director and producer Henry Lu shot more than 100 hours of footage of the athletes as they trained on location at such famous spots as Calgary, Montreal, Quebec City and Whistler.

One of the more innovative forms of engagement will be through the hashtag #WeAreWinter/#NousSommeslHiver, which will accompany the very first Canadian Olympic Committee Social Media Partnership. Canadian Olympic Team partners will be able to promote Canadian Olympic tweets from approved athlete handles and official Team handles: @CDNOlympicTeam and @OlympiqueCanada. The re-launched olympic.ca and French language olympique.ca will also offer immersive experiences for visitors, including all the broadcast spots, seven short documentaries, and downloadable wallpapers and social media covers. Catch the excitement beginning on February 7th, and check out the 60-second spot and some behind-the-scenes photos below.

Proximity Canada

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