Work / Campaign · Social
We Are Winter, Sochi 2014
We Are Winter came from one insight: Canada and winter go hand in hand, and that gives us grit unlike many other countries. The campaign gave Canada swagger as the team went on to its best-ever Olympic Games.
What we did
- #WeAreWinter was the most used hashtag globally during Sochi 2014, after #Sochi2014.
- Formed the first sports x tech (social platform) partnership in Canada, with Twitter, including verification of all athletes, which fueled the hashtag.
- Used the partnership for unorthodox opportunities not available to a brand without a formal relationship.
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