Creating the national campaign to introduce Canada’s key summer athletes to a nation of winter sports lovers in the lead up to the Summer Olympic Games.
The Canadian Olympic Committee needed to build excitement for the London 2012 Summer Olympics, while introducing elite summer athletes to a nation of winter-sport lovers – and Proximity Canada was the agency of record for the organization. Give Your Everything was the creative platform we came up with, that drove all creative across every channel in the weeks and months leading up to the Games, along with the rapid creation of real-time digital ads during the Games. One key takeaway? That a small but mighty team of creatives, accounts, and strategy can move mountains together.