Curling Canada launches A Stone’s Throw from Victory campaign
2/22/2024
Work
by
Cossette
For diehard fans and newcomers alike, it’s hard to grasp just how much is on the line for the athletes during the Season of Champions. Cossette created new spots for Curling Canada to showcase the high stakes, drama and intensity of the game, and how it can all come down to a single throw.
We’ve relied a lot on humour in the past, but this year we wanted a shift in tone. The Season of Champions is no joke. It’s an important moment for these athletes—they put in so much work to get to that moment—and we wanted to give them the recognition they deserve.
Nolan Thiesson, CEO of Curling Canada
A Stone’s Throw from Victory follows a stone on its trip down the ice and highlights the journey of a professional curler in the process. For every top curler, the chance to make history is at stake during the Season of Champions. As soon as the stone leaves their fingers and slides down the ice, anything is possible. The next tournament—Scotties Tournament of Hearts—is taking place February 16 to 25, 2024, at the WinSport Event Centre in Calgary.
We wanted would-be fans to gain a little insight into how intense curling can be beneath the seemingly cool, calm surface. To do this, we homed in on the second an athlete releases their stone. In that moment, their journey, hopes, insecurities, and competitiveness flash before them. It’s an excruciating collective holding of breath when these champions might be just A Stone’s Throw from Victory.
John Osborne, Group Creative Director at Cossette Vancouver
Curling Canada’s new campaign launched on television both nationally (TSN) and locally/regionally (CTV), various local radio stations, digital OOH, and social media.
Credits
CURLING CANADA
Manager, Marketing & Tickets: Andy Henry
Chief Executive Officer: Nolan Thiessen
COSSETTE
Sr. Director, Client Services: Erin Pongracz
Business Director: Heather Forbes
Senior Strategist: Olly Owen
Group Creative Director: John Osborne
Associate Creative Director: Michael Pal
Associate Creative Director: Lisa Chen-Wing
Producer: Krista McMillan
COSSETTE MEDIA
Group Media Director: Charles Morin
PRODUCTION
Production house: We Are Frankie
Director: Kevin Courtney
CEO / Executive Producer: Danielle Kappy
Executive Producer: Dave Lembke
Producer: Sang-Thanh Nguyen