Canadian Olympic Committee breaks new campaign
The Canadian Olympic Committee has introduced a new brand initiative called "Be Olympic." Developed by Sid Lee, the first campaign to use the positioning is called "Virtue and Victory. The effort includes a series of cinematic-style 10- 30- and 60-second television commercials focusing on the personal stories of Canadian athletes. These will be accompanied by online video, out-of-home ads, print ads and social media activities, as well as a website at <http://www.beolympic.ca>. The campaign will run for eight weeks as part of the lead-up to the 2018 PyeongChang Olympic Games.
The television creative features a number of athletes which, according to the agency, exemplify both Canadian and Olympic values. These include speed skater Denny Morrison, freestyle skiers Chloé, Maxime and Justine Dufour-Lapointe, figure skaters Eric Radford and Meagan Duhamel, snowboarder Mark McMorris, and hockey players Hayley Wickenheiser, Vicky Sunohara and Caroline Ouellette.
"This platform gave us the opportunity to re-envision what it means for athletes and all Canadians to 'Be Olympic,'" said Tom Koukodimos, executive creative director at Sid Lee. "With this particular campaign, we wanted to illuminate some of this country's most courageous athletes and tell their stories in a thought-provoking way. We hope this ad campaign starts a conversation about our shared values as Canadians."