Canadian Olympic Team calls upon nation to rally behind Sochi-bound
athletes with new brand campaign
TORONTO, Dec. 31, 2013 /CNW/ - With 37 days remaining until the Sochi
2014 Olympic Games, the Canadian Olympic Committee (COC) today launched
its "We Are Winter" campaign, its most integrated, digitally enabled and largest brand
undertaking in its history.
The national video debut of "We Are Winter," entitled Crossroads featuring Sochi medal hopefuls Kaillie Humphries, Mark McMorris and Mikaël Kingsbury, will air nationally during CBC's coverage of the 2014 Bridgestone NHL Winter Classic® on January 1 on CBC-TV and online at cbcsports.ca. Broadcast coverage begins at 12:30 p.m. ET. Four-time Olympian and
Lillehammer 1994 Olympic gold medallist, Jean-Luc Brassard, and Salt Lake City 2002 Olympic gold medallist, Steve Yzerman contributed to voice-overs.
The new campaign amassed more than 100 hours of video footage and was
planned, shot and edited over a 16-month period. Canadians will
recognize some of Canada's most natural backdrops, as scenes from the
Canadian Rockies, the Prairies and settings in the province of Quebec
are all highlighted in the campaign. "We Are Winter" features two
:60-second and four :30-second TV spots and one :15-second spot all in
French and English.
"The Olympics to me, is the pinnacle of success and being able to share
that journey with Canadians across the country is an incredible
honour," said Kaillie Humphries, Vancouver 2010 Olympic gold medallist. "To have the opportunity to
compete against the world's best and become a back-to-back champion
that's the dream I'm chasing."
"As a nation, we gained a tremendous amount of momentum from the
Vancouver Games. Canadians and our athletes were reminded that we are a
strong and confident country," added Denny Morrison, two-time Olympian and two-time Olympic medallist. "It was an honour
being asked to take part in this campaign, and it is such a cool
feeling to be amongst so many other athletes who have an inherent drive
"It was important for me to be a part of this great project because I
remember how inspired I was as a young boy watching so many great
Canadian Olympians compete, added Charles Hamelin, two-time Olympian and three-time Olympic medallist. "The more young
kids get to know us as people and athletes, the more human we become.
Spreading the power of sport and uniting all Canadians is truly what
this is all about."
"This is truly an original campaign for the Canadian Olympic Team," said
Christopher Overholt, CEO and Secretary General, Canadian Olympic Committee. "The idea that
our Canadian athletes will be better able to connect with fans and
Canadians from coast-to-coast-to-coast in advance of the Sochi Games,
is something that we are extremely excited about."
Shot on location in Calgary, Montreal, Quebec City and Whistler, "We Are
Winter" depicts the high-performance training regimens of Canadian
athletes through the lens of critically-acclaimed Canadian director and
producer, Henry Lu. The campaign also features dramatic stills of
Sochi-bound athletes, captured by top Canadian photographer Chris
Gordaneer from Westside Studios.
"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."
In total, the campaign will show 17 of Canada's athletes promoting 10
Olympic sports and includes seven inspiring athlete documentaries. In
addition to airing the national TV debut, CBC is also the exclusive
broadcaster of the :60 spot entitled MANIFESTO, voiced by Yzerman, who
is also a former Detroit Red Wing Captain and current Executive
Director of Canada's Men's Hockey Team.
"As the Official Broadcaster for Sochi 2014, we are delighted to be
working closely with the Canadian Olympic Committee in building
excitement prior to the start of the Games," said Bridget Hoffer,
Executive Director Communications, Marketing and Brand, CBC. "We have
been introducing Canadians to the athletes in the last few months and
now the countdown is on to cheer loudly for them."
Twitter: Official Social Media Partner of the Canadian Olympic Team.
On social media, the #WeAreWinter / #NousSommeslHiver hashtags mean the
campaign is a true 'conversation' - an inclusion opportunity for anyone
who wants to play a part - which is why the COC and Twitter have joined
forces, making Twitter the official and exclusive Social Media Partner
of the Canadian Olympic Team.
This first ever COC social media partnership will offer opportunities to
Canadian Olympic Team partners to promote Canadian Olympic tweets (from
approved athlete handles and official Team handles: @CDNOlympicTeam and @OlympiqueCanada). This unprecedented partnership provides a unique opportunity to
proudly share our brand campaign content with Twitter followers across
Canadians will also be able to experience the campaign on the recently
re-launched olympic.ca and French language olympique.ca websites, both of which are now mobile friendly. The sites include
dedicated campaign pages (Olympic.ca/WeAreWinter and Olympique.ca/NousSommeslHiver), where fans and media can find all broadcast spots, seven short
documentaries, and downloadable wallpapers and social media covers of
The 17 athletes featured in "WE ARE WINTER" include:
Kaillie Humphries & Chelsea Valois, Bobsleigh (Calgary, AB & Zenon Park
Denny Morrison, Long Track Speed Skating (Fort St. John, BC);
Mark McMorris, Snowboard - Slopestyle (Regina, SK);
Mikaël Kingsbury, Freestyle Skiing - Moguls ( Deux-Montagnes, QC);
Roz Groenewoud, Freestyle Skiing - Halfpipe (Calgary, AB);
Charles Hamelin, Short Track Speed Skating (Sainte-Julie, QC);
François Hamelin, Short Track Speed Skating (Sainte-Julie, QC);
Alex Bilodeau, Freestyle Skiing - Moguls (Rosemère, QC);
Justine Dufour-Lapointe, Freestyle Skiing - Moguls (Montreal, QC);
Marianne St-Gelais, Short Track Speed Skating (Saint-Félicien, QC);
Sarah Reid, Skeleton (Calgary, AB);
Noah Bowman, Freestyle Skiing - Halfpipe (Calgary, AB);
Meagan Duhamel & Eric Radford, Figure Skating (Lively, ON & Balmertown,
Alex Gough, Luge (Calgary, AB); and
Meaghan Mikkelson, Ice Hockey (St. Albert, AB).
The COC would like to thank the following media partners for ongoing
support of "We Are Winter": CBC, The Globe and Mail, Bell Media,
Rogers, MLSE, Airtime Media, Cineplex Entertainment, Quebecor Media,
Sun Media, NewAd, Cieslok Media, Twitter, AOL & Juice Mobile.
Proximity Canada, based in Toronto, produced this campaign and OMD
Canada was responsible for its media planning and buying. North
Strategic managed the PR. To see the "We Are Winter" digital films
please visit: www.olympic.ca.
Image with caption: "Kaillie Humphries (CNW Group/COC)". Image available at: http://photos.newswire.ca/images/download/20131231_C6864_PHOTO_EN_35266.jpg
For further information:
Canadian Olympic Committee Media Office:
Luc Beaudin, Coordinator, Communications and Media Relations
Jane Almeida, Manager, Media Relations
Tel: 416-324-4120 / Cell: 416-540-1788