Curling Canada conducts campaign
By Rob Bale
Curling Canada has begun a national campaign called “Earn the Maple Leaf.” Developed by Cossette West, the campaign is intended to attract audiences to the sport as various Canadian teams compete to participate in the Milano Cortina 2026 Winter Olympics. It features a 30-second television commercial intended to depict the intensity of the game. The campaign also includes radio, print, out-of-home and digital advertising, as well as social media content.
“Curling is raw, beautiful, combative, poetic and lively,” said Pierre Chan, group creative director at Cossette. “By using the brutal honesty of spoken word poetry, the campaign parallels the drama and emotion an athlete experiences when competing to earn the Maple Leaf on their uniforms, a symbol of national pride and resilience.”