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Canadian Olympic Committee readies new campaign

The Canadian Olympic Committee has launched a new brand campaign called "Ice in Our Veins" in advance of the 2016 Olympic Games in Rio de Janeiro, Brasil. According to the committee, this will be the largest campaign the organization has conducted. Developed by Cossette, the campaign seeks to connect the icy landscape of Canada with the will and determination of its athletes, regardless of whether they compete in winter or summer events.

The three-month effort includes a 60-second cinema ad, a 30-second television commercial, out-of-home advertising, online advertising and seven 10-second online videos. It will begin with the online and social media materials, with the remaining elements breaking on July 1. The creative features 12 athletes, who where filmed together over a two-day period on Georgian Bay in Ontario.

Media work for the campaign is being conducted by OMD. Public relations are being handled by North Strategic.

"Our Olympians taking on the world for Rio 2016 aren't just summer athletes, they are Canadian athletes," said Derek Kent, chief marketing officer at the Canadian Olympic Committee. "Winter is in our blood and is part of our DNA. This campaign taps into our summer athletes' swagger, who have the attitude of taking on all comers. It's a stunningly shot, cinematic celebration of the heart, grit, fire of our Canadian athletes competing in Rio. It recognizes winter made us who we are and defines us as a country no matter the season our athletes compete in."

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