At a time when Canadians increasingly feel it’s becoming harder than ever to attain their goals, a new campaign from The Canadian Olympic Committee (COC) and CBC/Radio-Canada is showing what’s possible through hard work and perseverance to inspire them and rally support for Team Canada ahead of the Paris 2024 Olympic Games.
‘Brave is Unbeatable,’ is the first work for the COC and CBC/Radio-Canada by agency The Hive since winning the assignment in October. It focuses on the human side of the Olympic journey and shines a light on the things that happen behind the scenes when athletes are preparing for the greatest sporting event in the world. The creative strategy is based on research which found that Canadians feel achieving their goals seems increasingly out of reach in the current climate, with a goal of delivering a message that celebrates overcoming adversity.
“We’re so used to hearing people on TV say how easy athletes make it look,” said Mike Albrecht, creative director at The Hive. “I always smile when I hear that, because world-class athletes must go through so much that we don’t see. When we started talking about this everything just clicked, and we knew we had an impactful way to showcase Team Canada athletes like never before.”
The campaign is led by the inspirational 60-second film ‘What We Don’t See,’ directed by Academy Award-nominated Canadian filmmaker Hubert Davis. Using a blend of archival footage from previous international competitions along with new footage of select high-profile Team Canada athletes, it depicts the incredible journeys these athletes have taken to reach the Paris Games, from basketball player Shai Gilgeous-Alexander being cut by his high school team, to swimmer Maggie Mac Neil’s struggles with anxiety, to gymnast Ellie Black being told she’s too old to compete. It’s supported by a series of supplementary shorts featuring the nine athletes.
“The use of archival footage was a core conceptual element of these films,” said Ryan Speziale, creative director at The Hive. “We wanted to really contrast the way we typically see these athletes by using existing broadcast footage, then mixing those shots with more emotive and introspective moments that peek behind the scenes.”
Michael J. Fox narrates the English version of the film while Celine Dion offers her voice to the French version. These beloved Canadian superstars are also dealing with their own highly public struggles in the face of life-altering medical conditions.
“This campaign shines a light on a different side of Team Canada athletes, one we don’t usually get to see,” said Colin Freeman, senior director, brand and digital marketing at the Canadian Olympic Committee. “Team Canada athletes are so inspiring, not just for their performances on the field of play, but for their passion and perseverance off of it. We are grateful to each of the featured athletes for sharing their stories and hope they resonate with Canadians as the whole country gathers together to cheer on Team Canada this summer. And to have two Canadian icons like Celine Dion and Michael J. Fox lend their voices to the campaign take it to a whole new level.””
“This campaign is a natural extension of our ongoing commitment to following the journeys and sharing the stories of high-performance athletes with audiences across the country,” said Chris Wilson, CBC/Radio-Canada’s general manager of Olympics, Paris 2024. “By profiling these nine elite athletes from diverse communities and sports, and featuring national icons Celine Dion and Michael J Fox, we hope the campaign will unite Canadians in their excitement for Paris 2024.”
“I’m so proud to have been part of this campaign,” adds Michael J. Fox, the five-time Emmy Award-winner and Officer of the Order of Canada. “It’s amazing to see what these athletes have overcome in order to achieve greatness. I think that story is so important, and we can all relate to that struggle to persevere despite the odds. I consider myself part of Team Canada, and I’ll be cheering them all on as they compete in Paris this summer.”
The campaign will live across a host of channels in the lead up to and during the Games in Paris. The video elements will be shared across CBC/Radio-Canada and COC channels and will air throughout the NHL’s Stanley Cup Playoffs on CBC. The campaign also will utilise out-of-home, digital, social media, and traditional print executions, including placements at flagship COC experiences at Canada Olympic House in Paris and Fan Festivals across the country.
“The stories of these athletes inspire me,” said Celine Dion, the five-time Grammy Award-winning singer and Companion of the Order of Canada. “I cannot wait to see what each of them accomplishes when they go for it in Paris this summer, where I hope they will also inspire the world. It was an honour to be part of this campaign, and to help tell their stories.”
The COC will also extend the campaign to the Canadian Olympic School Program through downloadable resources and posters in select schools across the nation. Select OOH placements will also include a scannable code that launches an immersive audio experience where people can listen to the story of the featured athlete narrated by the athlete themself, turning traditional placements into a nationwide gallery tour of Team Canada and giving fans the chance to get closer to these world-class athletes than ever before. National media planning for the campaign was done by OMD, IPG Mediabrands agency Initiative, and PHD.
The “Brave Is Unbeatable” campaign launched across the country on April 19th, running through the end of the Olympic Games Paris 2024, which run from July 26th to Aug. 11th.