General News

Canada Brings the Heat before Rio 2016 with Ice In Our Veins Campaign

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:

  • Jennifer Abel, Diving (Montreal, QC)
  • Heather Bansley, Beach Volleyball (Waterdown, ON)
  • Aaron Brown, Athletics – Sprints (Toronto, ON)
  • Mandy Bujold, Boxing (Kitchener, ON)
  • Ryan Cochrane, Swimming (Victoria, BC)
  • Mark de Jonge, Canoe/Kayak Sprint (Halifax, NS)
  • Liz Gleadle, Athletics – Javelin (Vancouver, BC
  • Sarah Pavan, Beach Volleyball (Kitchener, ON)
  • Catharine Pendrel, Mountain Bike (Kamloops, BC)
  • Milos Raonic, Tennis (Thornhill, ON)
  • Katerine Savard, Swimming (Pont-Rouge, QC)
  • Justyn Warner, Athletics – Sprints (Markham, 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.

Story and Photo from the Canadian Olympic Committee | Olympic.ca