At a time when Canadians feel it’s becoming increasingly difficult 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.
The “Brave is Unbeatable” campaign 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 “What We Don’t See” film (showcased in this ScreenWork entry) 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.
“I’m so proud to have been part of this campaign,” said 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 utilize 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 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 19, running through the end of the Olympic Games Paris 2024, which run from July 26 to Aug. 11.
