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.
Creative Credits:
Advertising Agency: Cossette, Canada
Chief Creative Officers: Peter Ignazi, Carlos Moreno
Director: Mark Zibert
Production House: Skin and Bones
Editing House: Saints Editorial
Media Agency: OMD
Communications Agency of Record: North Strategic