Release: #WeAreWinter Campaign Hitting Podium Results

July 24, 2014


TORONTO – The Canadian Olympic Committee’s award-winning media and brand campaign released ahead of the Sochi 2014 Olympic Winter Games is reaching the podium in the marketing and communications world. At the heart of the campaign was one of the world’s most-used hashtags during the Games, #WeAreWinter, which continues to get praise from athletes, fans and marketers worldwide.

“The Olympics to me, is the pinnacle of success and being able to share that journey with Canadians across the country was an incredible honour,” said Kaillie Humphries, Sochi 2014 and Vancouver 2010 Olympic gold medallist. “To be featured in a campaign that was the talk of the Olympic world was a great feeling.”

The campaign was incredibly popular with Canadians and Olympic fans from around the world during Sochi 2014, with more than 1.7 billion Twitter impressions and 2.3 billion total media impressions. To date, the campaign, which featured some of Canada’s most recognized winter Olympians, has been awarded:

Competition Award Category
Applied Arts Design Winner CD/02 Craft Photography. Series.
2014 New York Festivals Advertising Finalist Film Craft. Cinematography.
Applied Arts Advertising Winner AD/43 Complete Advertising Program
ADCC Directions Winner IC1 Advertising Integrated Campaign
Communication Arts Photography Winner Advertising Series
CLIO Sports Awards Silver Integrated Campaign (Leagues, Governing Bodies, & Associations)
Achieving Communications Excellence (ACE) Awards Bronze Brand Development Campaign of the Year

“This was by far the largest and most integrated brand campaign in COC history, so it’s really nice to receive the recognition,” said Derek Kent, Chief Marketing Officer, Canadian Olympic Committee. “This campaign was truly a team effort, and we share our success with our amazing athletes, corporate and agency partners. Collectively, each one played a key role ensuring the world heard Canada’s Winter Olympic story.”

Canada finished third overall in the total medal standings at the Sochi 2014 Olympic Winter Games, with 25 medals (10 golds, 10 silvers and 5 bronze).

The COC would like to thank the following media partners for ongoing support of “We Are Winter”: Twitter Canada, CBC, Radio-Canada, The Globe and Mail, Bell Media, Rogers, MLSE, Airtime Media, Cineplex Entertainment, Quebecor Media, Sun Media, NewAd, Cieslok Media, Twitter, AOL & Juice Mobile.

Proximity Canada, based in Toronto, produced this campaign and OMD Canada was responsible for its media planning and buying. North Strategic managed the PR. To see the “We Are Winter” digital films please visit:

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Canadian Olympic Committee Media Office:      
Jane Almeida, Manager, Media Relations
Tel: 416-324-4120 / Cell: 416-540-1788

Luc Beaudin, Coordinator, Communications and Media Relations
Cell: 514-206-6720

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