Curling Canada’s 'Earn the Maple Leaf' Brings Olympic Dreams to Life

1/30/2026

Work

by Cossette

Curling Canada, in partnership with Cossette West, proudly unveils Earn the Maple Leaf, a national campaign designed to captivate audiences as Canada’s top curling teams battle for their place at the Milano Cortina 2026 Winter Olympics.

In November 2025, the years-long journey of Canada’s curling hopefuls will reach its pinnacle as athletes converge at Halifax’s Scotiabank Centre for the Montana’s Canadian Curling Trials. Centred around the campaign is a 30-second television ad that blends powerful visuals, spoken word poetry, and a dramatic soundtrack. The spot mirrors the intensity of the game, creating an experience that resonates on a deeper level with fans.

The Earn the Maple Leaf campaign aims to engage Canadians across multiple touchpoints, including television, radio, print, OOH, digital platforms, and social media throughout 2025. Tickets for the highly anticipated Montana’s Canadian Curling Trials are already on sale and can be purchased through curling.ca/tickets.

Credits

Curling Canada

Andy Henry, Curling Canada, Director, Event Marketing Markus Mckenzie, Curling Canada, Coordinator, Marketing and Tickets Nolan Thiessen, Curling Canada, CEO

Agency

Pierre Chan, Cossette, Group Creative Director Michael Pal, Cossette, ACD & Copywriter Adam Ramsdale, Cossette, Senior Art Director Heather Forbes, Cossette, Group Business Director Sarah Denham, Cossette, Business Supervisor " Olly Owen, Cossette, Strategy Director Brittany Orfus, Cossette, Producer Lucy Trower, Cossette, Producer Robyn Smith, Cossette, VP & General Manager

Production House

Ross Allen, Good-Idea, Director/Partner + Editor Ben Chick, Good-Idea, Producer Bruna Arbex - Assistant Editor Sahil Lulla - VFX Artist

Audio

Andrew Harris, Vapor, Creative Director Kat Stewart, Vapor, Executive Producer