Claiming winter as the spiritual heart of Canada, the Canadian Olympic Committee recently launched the largest promotional campaign to date, with the hope that the moody sentimental ads will inspire the support of Canadians for the 2014 Winter Olympics. Driven by the hashtag #WeAreWinter, the multimedia campaign is spread across print, online and television and features documentaries of Sochi medal hopefuls training, shot with gorgeous Canadian winter scenes as backdrops.

“If you think about winter, it really defines us as a country (and) the more we can make heroes out of these athletes, the more inspirational it is for Canadians to follow them, the more private sector companies want to come in and support the COC” Derek Kent, COC Chief Marketing Officer

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