#WeAreWinter

Complete Advertising Program - Complete

2014

Proximity Canada
w: proximity.ca

Company: Proximity Canada Executive Creative Direction: Jon Finkelstein Creative Direction: Joshua Stein Copywriting: Lins Ricon Art Direction: Eric Cicero Producer: Jessica Valentini Associate Creative Direction: Michael Clowater Account Director: Mark Christie Account Executive: Mike Spilchuk Project Manager: Kristie Filippopoulos Agency Planner: Sonia Carreno, Jesse Gilbert Production Company: Soft Citizen Director: Henry Lu Executive Producer: Eva Preger Editing Company: PosterBoy Editor: Stephen Sora Sound Design: Grayson Matthews Photography: Westside Studios, Chris Gordaneer Printing Company: SGL Studios

We leveraged a powerful truth to encourage support for Winter Olympic athletes: winter has shaped us as Canadians. Our print ads for the COC juxtaposes confident-looking athletes against harsh Canadian landscapes. And existing poetry written about winter back in the 1800s reinforces our long-standing connection. #WeAreWinter then invited Canadians nationwide to join in the conversation and individual Twitter handles allowed fans to connect directly with each athlete to create the largest campaign in COC history.