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 story of our Canadian athletes - Justine, Chloé and Maxime Dufour-Lapointe.
Source: Olympic.ca
“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.
“What does it mean to be Olympic?
To me it's all wrapped up in my sisters. We wouldn't be where we are today without each other. In unity, we find strength. People find this hard to believe, but there’s no competition between us. We just want to help each other succeed. We see one push and we all want to push harder. We drive each other to a higher level.” - Chloé
“It's sisterhood and everything that represents. Having my sisters with me, through everything, is the best thing that could have happened to me. They support me, they help me. I help them when they have problems. We're stronger together than we are apart. This type of support system is what helps all of us, in sports and in life.” - Justine
“It's about family, it's about sisters. It's knowing that you're always there to support each other and and that you're each a little bit stronger because of it. When you work together with others, and you have this unity of purpose, there's strength in that. I think that's true for all of us, and not just in sports.” - Maxime
