#WeAreWinter

Craft Photography - Series

2014

Proximity Canada
w: proximity.ca

Proximity Canada Executive Creative Direction: Jon Finkelstein Creative Direction: Joshua Stein Copywriting: Lins Ricon Art Direction: Eric Cicero Producer: Jessica Valentini Account Director: Mark Christie Account Coordinator: Mike Spilchuk Creative Direction: Michael Clowater Photography: Chris Gordaneer, Westside Studios Print Production: SGL Studios

To encourage Canada to show support for our Winter Olympic athletes, we began with a simple truth: winter has shaped us. Posters depicted athletes on vast winter landscapes extolling the beauty and power of our Canadian winter and, by association, the athletes themselves. The call to action appeared as a hashtag: #WeAreWinter – inviting Canadians to join the conversation while individual Twitter handles allowed fans to connect directly with the athletes.

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