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

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
  • 6 january 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, 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 and French language 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


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Ainslie Simmonds

Women & Tech / Finance Expert

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.