Canadian Olympic Committee

Ice In Our Veins

To transfer the pride Canadians feel toward winter athletes to the Summer Games in Rio, the COC had to adjust its slogan from the 2014 Winter Games, "We Are Winter." In order to convey the idea that athletes were headed to Brazil with ice in their veins and fire in their hearts, they filmed videos of athletes preparing for the games in the dead of winter, wearing their summer gear on the shores of Georgian Bay, with some northern animals thrown in for good measure.

The video set the stage for a roll out of OOH, social media and experiential events, where the cold imagery contrasted with the warm summer air, with larger-than-life athletes appearing frost-kissed and powerful.