Canadian Olympic Committee breaks campaign
The Canadian Olympic Committee has begun a new campaign called "Glory From Anywhere" in advance of the 2022 Olympic Winter Games in Beijing. The campaign includes a 60-second video in English and French that will run nationally on television and online. The campaign also includes print, digital, social media and out-of-home executions. The creative features eight athletes who, according to the organization, 'embody what it means to Be Olympic.' The campaign was developed by Camp Jefferson of Toronto, with French-language work by K-72 of Montreal.
"In the 'Glory From Anywhere' debut for Tokyo 2020 this summer, we built on our 'Be Olympic' platform and highlighted the values it takes to achieve that moment of glory that can define an athlete's career," said Jacquie Ryan, the chief brand and commercial officer of the Canadian Olympic Committee. "In this chapter, we're highlighting the incredible sacrifices athletes make to overcome obstacles and be their best which, given the challenging time we are in, we hope can be a source of inspiration for Canadians. We believe that athletes can transform Canada by demonstrating how to pursue a goal with bravery, integrity and determination. But we wanted to bring more of their story to Canadians in this campaign and to highlight that glory is also found in the journey most of us never see. Glory is in the gym, on the slopes, on the ice, and in the air. It's in the struggles they face, not just in the medals they win, and I think that idea can have a lot of power right now as we're all digging a little deeper to navigate the second winter of the pandemic."