The Canadian Olympic Committee has begun a new brand campaign called "Give Your Everything" to promote the Canadian Olympic team. The national multi-media campaign involves approximately 50 Canadian Olympic athletes and coaches from eight sports. The creative focuses on their preparations for the 2012 London Olympic Games. The campaign's first television commercial, called "Relentless," broke on May 7 on CBC. The 15-week initiative, described as the largest ever for the team, will include approximately 800 out-of-home ads, as well as print, radio and television ads. Short online documentaries will also be released, and the Olympic.ca website has been redesigned. The campaign was developed by Proximity Canada of Toronto, with media planning and buying conducted by OMD Canada. "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, chief marketing officer at the Canadian Olympic Committee. "We want Canadians to get to know our athletes, know their stories. We are so proud to showcase their greatness with this national campaign."