Canada Brings the Heat before Rio 2016 with Ice In Our Veins Campaign

Thursday, April 28, 2016
Mandy Bujold - Ice In Our Veins

With just 100 days to go until the next Olympic Games, The Canadian Olympic Committee (COC) launched its Rio 2016 brand campaign Ice In Our Veins – the largest campaign in Team Canada’s history.

The campaign builds off the success of the COC’s Sochi 2014 #WeAreWinter campaign. This campaign highlights how Canada’s icy landscape helps create fierce athletes with iron will and determination – regardless of whether they compete at a winter or summer Games.

Developed by ad agency Cossette, the campaign includes a cinematic 60-second spot, a 30-second spot, out-of-home, digital, and seven specially created 10-second spots to be used on digital channels.

For the first time ever, the campaign was shot at a central location, bringing 12 athletes together over a two day period on a remote beach on Georgian Bay, with more than 40 hours of video footage shot and edited. The 12 Rio 2016 Olympic hopefuls include:

  • Jennifer Abel, Diving (Montreal, QC)
  • Heather Bansley, Beach Volleyball (Waterdown, ON)
  • Aaron Brown, Athletics – Sprints (Toronto, ON)
  • Mandy Bujold, Boxing (Kitchener, ON)
  • Ryan Cochrane, Swimming (Victoria, BC)
  • Mark de Jonge, Canoe/Kayak Sprint (Halifax, NS)
  • Liz Gleadle, Athletics – Javelin (Vancouver, BC
  • Sarah Pavan, Beach Volleyball (Kitchener, ON)
  • Catharine Pendrel, Mountain Bike (Kamloops, BC)
  • Milos Raonic, Tennis (Thornhill, ON)
  • Katerine Savard, Swimming (Pont-Rouge, QC)
  • Justyn Warner, Athletics – Sprints (Markham, ON)

Ice In Our Veins, a three month campaign, was unveiled first on Team Canada’s digital channels and via the social media platforms of Canada’s athletes to give fans the very first look. On July 1 - Canada Day - it will launch more widely to all Canadians via TV/video, print, out-of-home, digital and social with further details around some exciting new partnerships coming soon.

Story and Photo from the Canadian Olympic Committee | Olympic.ca

Latest News

  • August 23, 2019
    For Immediate Release TORONTO (August 23, 2019) - Canadian Sport Institute Ontario ( CSIO ) would like to congratulate all of the 151 athletes, guides, pilots and assistants, and their coaches on being named to Team Canada for the 2019 Parapan...
  • August 23, 2019
    Lima, August 22, 2019 – Para table tennis star Stephanie Chan will lead the Canadian Parapan Am Team into the Opening Ceremony as flag bearer at the Lima 2019 Parapan American Games, the Canadian Paralympic Committee announced today. “...
  • Sarah Douglas
    August 15, 2019
    FOR IMMEDIATE RELEASE TORONTO (August 15, 2019) – Canadian Sport Institute Ontario ( CSIO ) would like to congratulate Team Canada on a successful 2019 Pan Am Games in Lima, Peru. The Canadian Team delivered inspiring and powerful performances time...
  • August 9, 2019
    For Immediate Release TORONTO (August 9, 2019) – Canadian Sport Institute Ontario ( CSIO ) is proud to announce its partnership with Modo Yoga St. Catharines. The partnership will provide CSIO -registered athletes with an opportunity to access the...
  • August 9, 2019
    LIMA , PERU – Day 13 saw team sports make progress in their efforts to punch their ticket to Tokyo 2020 as the men’s field hockey team defeat Chile to join the women’s team in the quest for an Olympic berth. Both teams will play Argentina in the...