01 | THE CHALLENGE
How do you rally national pride when national pride is splintering?
Canadians are ambitious and proud, but against a backdrop of economic uncertainty and cultural change, achieving their goals was increasingly feeling out of reach. As confidence dipped, traditional symbols of national pride alone weren’t enough to bring Canadians together behind Team Canada.
02 | THE STRATEGY
Make the extraordinary feel human. Make perseverance feel possible.
Using CROP Panorama, IMI and YouGov research, we explored where Canadian pride stood, what was holding people back, and the role the Olympics could play in their lives.
The research revealed a powerful connection: Canadians and Olympic athletes both face obstacles on the path to achieving their goals.
The strategic opportunity was to look beyond the podium and reveal the adversity behind every athlete’s journey, turning their perseverance into a source of hope and inspiration for Canadians facing challenges of their own
03 | THE EXECUTION
Show Canadians what they don’t see.
Using CROP Panorama, IMI and YouGov research, we explored where Canadian pride stood, what was holding people back, and the role the Olympics could play in their lives.
The research revealed a powerful connection: Canadians and Olympic athletes both face obstacles on the path to achieving their goals.
The strategic opportunity was to look beyond the podium and reveal the adversity behind every athlete’s journey, turning their perseverance into a source of hope and inspiration for Canadians facing challenges of their own
04 | THE IMPACT
A more favourable view of Team Canada. A stronger sense of national pride.
