Give Your Everything

On Monday I was privileged to play a very small part in the Toronto launch of the Canadian Olympic Committee’s new brand campaign.

Sown from the creative blood, sweat and tears of the COC’s Derek Kent, Rob Pashko and their AOR Proximity, the new campaign delivers on its promise to be athlete-centric and genuine to the movement. Many an Olympic campaign holds out the same promise – to be athlete-centric – but all too often drop the relay baton between idea and execution.

But aided by the creative brilliance of director Henry Lu (of Nike “Just Do It” fame), this is not your “father’s Canadian Olympic campaign” to bastardize another old, actually ancient, advertising tagline. The campaign is not only about the athletes, but it’s also about their intensity, passion and relentlessness to represent their country. Continue reading “Give Your Everything”