Canadian Olympic Commitee
The COC collaborated with Toronto-based creative agency Camp Jefferson on the campaign, beginning in 2019, while Montreal agency K72 was responsible for the French-language version. The concept was conceived and produced before the pandemic hit in early 2020 and the Summer Olympics were subsequently postponed by a year. But the COC says it takes on new relevance in light of the pandemic and hopes Canadians can see themselves reflected in it.
Skylar Park, a 22-year-old from Winnipeg, is one athlete that Canadians may be seeing for the first time in the campaign. She is heading to her first Olympics with potential for gold.In the past year and a half, athletes have faced cancelled and postponed competitions and have had to reimagine their training during lockdowns. Overseas spectators have been banned from attending the Tokyo Olympics, and questions about the major sporting extravaganza’s viability and safety have dominated the news.
Just a matter of time before the Olympics is cancelled for being an unfair meritocracy.
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