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