We Are Winter, Sochi 2014
Managed the Canadian Olympic Team’s digital fan experience for Sochi 2014 including all digital touch points of our We Are Winter campaign.
Launched Team Canada’s most iconic campaign, We Are Winter, based off the insight that Canada & Winter go hand-in-hand, giving us grit unlike many other countries. This campaign gave Canada so much swagger as we went on to have our best-ever Olympic appearance in history.
#WeAreWinter, most used hashtag globally during Sochi 2014 (after #Sochi2014)
Formed first sports x tech (social platform) partnership in Canada with Twitter, arranging for verification of all athletes (fueling the hashtag), and various unorthodox opportunities not available to a brand without that formal partnership.