Team Canada unveils bold new ‘Be Olympic’ brand platform highlighting Canadian values

Toronto (January 23, 2018) – The Canadian Olympic Committee (COC) unveiled a new brand platform on Tuesday celebrating Canadian athletes as well as while challenging Canadians to think about what it means to ‘Be Olympic’.

The campaign features a number of highly cinematic short films based on athlete stories and insights (including 10, 30 and 60-second spots), as well as a host of other innovative narrative elements, including digital video content, out of home advertising, print stories, and social media tactics.

At the center of this new campaign is a beautifully shot, stylized, dreamlike, and powerful TV spot entitled “Virtue and Victory” introducing the stories of Canadian athletes that exemplify both Canadian and Olympic values. The spot features Olympians Denny Morrison (long track speed skating), Chloé, Maxime and Justine Dufour-Lapointe (freestyle skiing), Eric Radford and Meagan Duhamel (figure skating), Mark McMorris (snowboard), Hayley Wickenheiser, Vicky Sunohara and Caroline Ouellette (ice hockey). The TV spot ends with a call to action for Canadians to learn more about the athlete stories, and visit additional materials like a look behind the scenes and more photography at

“We wanted to shine a light on moments in our athletes’ stories that showcase the best of us – values that define what it means to be Canadian and to be Olympic,” said Derek Kent, COC Chief Marketing Officer. “In doing this, we honour their dedication and their journey. We want to encourage Canadians to dig deeper and be inspired by our Olympians’ incredible passion for sport. Inspired by their values of determination, unity and resilience.”

The eight-week campaign comes on the heels of a tease phase that has seen Team Canada social media channels highlighting ‘Be Olympic’ stories as part of a 100-day countdown to the upcoming Games in PyeongChang. The Virtue & Victory ad features vignettes of each athlete story showcasing their values:

  • Mark McMorris – determination, bravery;
  • Denny Morrison – resiliency, courage;
  • Dufour-Lapointe sisters – unity, strength;
  • Meagan Duhamel and Eric Radford – grace, excellence;
  • Hayley Wickenheiser, Vicky Sunohara, Caroline Ouellette – leadership, excellence.

“Defining what it means to ‘Be Olympic’ represents a year’s worth of insight work and careful thought and consideration,” said Colin Freeman, Senior Manager, Brand Marketing for the COC. “We are proud of this work and are inviting Canadians to engage and learn more about these incredible stories at We had a world class partner to work with in Sid Lee.”

The Canadian Olympic

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