Brand campaign comes to life

TORONTO – Today, the Canadian Olympic Team launched a new brand campaign that brings to life exactly what it means to “Give Your Everything”. The dynamic multi-media campaign involves more than 50 of Canada’s outstanding Olympic hopefuls and their coaches from eight different sports, highlighting their inspirational efforts as they prepare to compete for Canada at the 2012 London Olympic Games. The national debut of the campaign’s spot, “Relentless” will be aired on CBC’s Hockey Night in Canada the evening of May 7th.

The 15-week, multi-platform, national campaign is the Canadian Olympic Team’s largest, most integrated campaign ever. It contains more than 800 Out of Home placements, print, radio, digital short documentaries, and :15, :30, and :60 digital TV spots.

“Collectively, the fans, media, all levels of Government and, of course, our many dedicated marketing partners have been true champions in this campaign,” said Canadian Olympic Committee CEO and Secretary General, Christopher Overholt. “Their collective commitment of time, energy and resources has been overwhelming. We simply can’t thank them enough.”

The campaign involved athletes from across the country and features: Jennifer Abel (QC); Mary Spencer (ON); Adam van Koeverden (ON); Paula Findlay (AB); Ryan Cochrane (BC); Julia Wilkinson (ON); and Christine Sinclair (Burnaby, BC). Also included in the campaign are: Alexandre Despatie (QC); Émilie Heymans (QC); as well as Synchro Canada’s Senior National Team; the Canadian Women’s Soccer Team; and the Men’s Eight Rowing Team.

“As Olympians, we don’t compete for money or fame; we compete because we are all truly passionate about our chosen sports,” said 2008 Olympic Gold medallist and 2012 Men’s Eight coxswain, Brian Price. “Rowing Canada is excited to be part of this breakthrough campaign that helps illustrate that Canada is more than just a great hockey nation; we are a proud sport nation.”

“We want to inspire Canadians by pulling back the curtain on the daily grit, drive and determination of our athletes as they train for the Olympic Games,” said Derek Kent, the Canadian Olympic Committee’s Chief Marketing Officer. “We want Canadians to get to know our athletes, know their stories. We are so proud to showcase their greatness with this national campaign.”

Shot on location in Vancouver, Victoria, Windsor, and Montreal, as well as in the state of Florida, the campaign captures the high-performance training regimens of Canadian athletes through the lens of critically-acclaimed Canadian director and producer,

Henry Lu.

The music from the “Relentless” soundtrack is courtesy of the Quebec indie-rock band, “We are Wolves” from their track entitled “T.R.O.U.B.L.E”.

CBC is a proud supporter of the new Canadian Olympic Team campaign. CBC is the COT campaign’s exclusive broadcaster for Monday May, 7th and will broadcast the COT’s :60 and :30 sec. spots during tonight’s Hockey Night in Canada Game 5 between the Washington Capitals and New York Rangers starting at 7:30 p.m. The :30 second spot is running throughout the day on all CBC television platforms. CBC reaches over 90% of Canadian households which will make tonight a monumental evening. Following May 7, all COT spots will be featured on participating broadcasters’ networks.


As part of the campaign launch, Canadians will be able to experience the rebranded and revitalized website which has been strengthened and updated to better highlight our athletes and serve the needs of fans of the Canadian Olympic Team. The website includes featured stories of both veteran and up-and-coming Canadian athletes, the latest information on events, results and Canadian Olympic Team-related news.


Proximity Canada, based in Toronto, produced this campaign and OMD Canada was responsible for its media planning and buying.


To see the “Give Your Everything” digital short, please visit: