A rousing Canada’s Paris Olympics campaign brings out the stars.
The Canadian Olympic Committee has shone a light on a different side of its athletes that audiences typically don’t get to see ahead of the Paris Summer Olympics.
The ‘Brave is Unbeatable’ campaign has been created by The Hive agency and includes the 60-second spot ‘What We Don’t See’. The ad is directed by Canadian filmmaker Hubert Davis and narrated in English by actor Michael J. Fox and in French by Celine Dion.
Weaving together archives from the athlete’s childhoods with footage of them preparing for Paris, the films shed light on anxiety, injuries, and ageism.
It was developed on the insight that Canadians feel that achieving their goals seems out of reach. “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”.
Credits
Creative agency: The Hive
Partner, chief exeuctive officer: Jared Stein
Partner, chief strategy officer: Dustin Rideout
Vice president, client services: Hilary Roberts
Vice president, client services: Shawna Hayman
Executive creative director: Sacha Ouimet
Executive creative director: Jung Ahn
Creative director, art director: Ryan Speziale
Creative director, copywriter: Mike Albrecht
French copywriter: Mario Laberge
Designer: Teresa Tam
Designer: Carol Hung
Production artist: Araina Gillis
Strategy director: Jean George
Account director: Lauren Smith
Account supervisor: Kelsey Parker
Account supervisor: Kaitlin Cruz
Senior producer: Tessa Waisglass
French producer: Liliane Clune