With just 100 days to go until the next Olympic Games, The Canadian Olympic Committee (COC) launched its Rio 2016 brand campaign Ice In Our Veins – the largest campaign in Team Canada’s history.
The campaign builds off the success of the COC’s Sochi 2014 #WeAreWinter campaign. This campaign highlights how Canada’s icy landscape helps create fierce athletes with iron will and determination – regardless of whether they compete at a winter or summer Games.
Developed by ad agency Cossette, the campaign includes a cinematic 60-second spot, a 30-second spot, out of home, digital, and seven specially created 10-second spots to be used on digital channels.
For the first time ever, the campaign was shot at a central location, bringing 12 athletes together over a two day period on a remote beach on Georgian Bay, with more than 40 hours of video footage shot and edited. The 12 Rio 2016 Olympic hopefuls include:
- Milos Raonic, Tennis (Thornhill, ON)
- Ryan Cochrane, Swimming (Victoria, BC)
- Katerine Savard, Swimming (Pont-Rouge, QC)
- Heather Bansley, Beach Volleyball (Waterdown, ON)
- Sarah Pavan, Beach Volleyball (Kitchener, ON)
- Jennifer Abel, Diving (Montreal, QC)
- Catharine Pendrel, Mountain Bike (Kamloops, BC)
- Liz Gleadle, Athletics – Javelin (Vancouver, BC)
- Aaron Brown, Athletics – Sprints (Toronto, ON)
- Justyn Warner, Athletics – Sprints (Markham, ON)
- Mark de Jonge, Canoe/Kayak Sprint (Halifax, NS)
- Mandy Bujold, Boxing (Kitchener, ON)
Ice In Our Veins, a three month campaign, was unveiled first on Team Canada’s digital channels and via the social media platforms of Canada’s athletes to give fans the very first look. On July 1 - Canada Day - it will launch more widely to all Canadians via TV/video, print, out of home, digital and social with further details around some exciting new partnerships coming soon.
Advertising Agency: Cossette, Canada
Director: Mark Zibert
Production House: Skin and Bones
Editing House: Saints Editorial
Media Agency: OMD
Communications Agency of Record: North Strategic
“Our Olympians taking on the world for Rio 2016 aren’t just summer athletes, they are Canadian athletes. Winter is in our blood and is part of our DNA. This campaign taps into our summer athletes’ swagger, who have the attitude of taking on all comers. It’s a stunningly shot, cinematic celebration of the heart, grit, fire of our Canadian athletes competing in Rio. It recognizes winter made us who we are and defines us as a country no matter the season our athletes compete in.”
Derek Kent, Chief Marketing Officer, Canadian Olympic Committee
When it comes to sports, people like the back story as much as the event itself. In Canada, the story that gets written by others from around the world is that we are a winter country and that holds true. Winter makes us tough- it makes us even stronger ... in all sports."
Peter Ignazi, Chief Creative Officer, Cossette
“It is an incredible honour to be a part of the Ice In Our Veins campaign for the Rio 2016 Olympic Games. We are a winter nation, and that shapes and influences everything we do, including our training and preparation for the summer Games. It makes us tough, and that Canadian grit is what I will bring to Rio.”
Jennifer Abel, two-time Olympian, London 2012 bronze medallist