Ice in our Veins – Cossette 2016 | Clapboard Ad Archive

68

Ice in our veins - Canadian Olympic Committee | Clapboard Ad Archive

Ice in our Veins, the 2016 campaign from the Canadian Olympic Committee and Cossette, distills the core ethos of Team Canada into a cinematic manifesto for resilience, rendered through the kind of symbolic visual storytelling that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit. Unfolding entirely within the film medium, the campaign uses the contrast between Canada’s iconic wintry landscapes and the lush, sunlit environments of Rio de Janeiro to craft a narrative that is less about comparison and more about transposing the ice—symbolizing resolve, composure, and national character—into the hearts of its Olympic athletes. Without relying on testimonial, narrative arc, or celebrity device, Cossette leans into the elemental power of metaphor: ice becomes the living proof of Canadian grit, a unifying visual shorthand that encapsulates what it means to carry a nation’s pride under the global spotlight. As Canadian Olympians are depicted moving seamlessly from snow-drifted spaces to the blazing heat and spectacle of Rio, the campaign highlights the universality of their drive while asserting a distinctly Canadian identity—one founded on pushing personal and collective boundaries, adapting to extremes, and staying cool under pressure. The professional services context is unmistakable—the Canadian Olympic Committee signals its steadfast support of elite performance, asserting the values that unify athletes and fans alike on the eve of the world’s largest sporting event. With over 171,000 views, the film has generated broad engagement and struck a chord among Canadians eager for a rallying point ahead of the Olympics, using emotionally charged visuals and disciplined pacing to foster national anticipation. Where many sports campaigns lean into sentimentality or straightforward calls to action, Ice in our Veins strips back narrative excess in favor of clear, potent symbolism—demonstrating the effectiveness of visual allegory in building brand equity for organizations like the Canadian Olympic Committee in the sports and fitness sector. Campaign strategy here is deliberate: instead of overrelying on easily dated hype, the work positions Team Canada as both a product of its environment and a force that transcends it, with stoic tenacity depicted as their defining competitive edge. Clapboard rates this 68/100. For marketers and creatives evaluating national team branding, Ice in our Veins is a masterclass in how disciplined symbolism and creative restraint can galvanize a country’s sporting identity when deployed at the inflection point of Olympic anticipation.

Credits

Client

Canadian Olympic Committee

Agency

Cossette

Executive Creative Director

Peter Ignazi, Carlos Moreno

Strategic Planner

Jason Chaney, Bryan Coren

Creative Director Art Director

Jaimes Zentil

Creative Director Copywriter

Craig McIntosh

Producer

Barb Gibson, Dan Ford, Rita Popielak, Michelle Lee, Stephanie Hickman, Cheyenne Bloomfield

Account Management

Julian Timpano, Jennifer Foster, Wendy Morgado, Janis Lindenbergs

Production House

Skin and Bones

Director

Mark Zibert

Cinematographer

Vinit Borrison

Post Production

Saints Editorial

Category Mind Map

48%

The “Ice in our Veins” campaign by the Canadian Olympic Committee positions Team Canada as composed, resilient, and intensely prepared athletes who embody unwavering focus and determination under pressure. By invoking the metaphor of having “ice in our veins,” the campaign promises reliability and mental toughness as defining traits of Canadian Olympians, reinforcing national pride and the professional commitment inherent in Olympic-level performance. Strategically, the campaign leverages a performance-driven narrative that spans diverse environments—from Canada’s harsh, icy conditions to the contrasting warmth of Rio de Janeiro, the Olympic host city. This geographic and climatic juxtaposition underscores the adaptability and unyielding spirit of the athletes. The creative angle centers on showcasing the mental and physical readiness of Team Canada, tapping into a deep cultural connection with sport and national identity. It targets Canadian sports enthusiasts and supporters of national achievement by emphasizing perseverance and elite preparation, thereby fostering emotional investment ahead of the Olympic Games. The use of film as the medium and the #TeamCanada hashtag extends engagement across digital platforms, building momentum through storytelling that highlights both individual and collective athletic excellence. Overall, the campaign communicates a promise of high performance and steadfast resolve, aligning with core values appreciated within the sports and fitness market in Canada.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The campaign “Ice in our Veins” leverages powerful symbolism rather than literal storytelling or problem-solution framing. The phrase itself, and the reference to Canada’s “icy landscapes” contrasted with Rio’s “tropical playgrounds,” signal the use of “ice” as a metaphor for the Canadian Olympic athletes’ resolve, composure, and national spirit. There’s no indication of narrative arc, testimonial, celebrity device, or comparative demonstration—instead, the core creative device is associating a symbolic trait (ice) with team performance and identity, fitting FORMAT#9.

1. Own the Podium – Positioned as Canada’s high-performance sport organization dedicated to supporting elite athletes in their pursuit of Olympic success, Own the Podium focuses on data-driven training and funding strategies, prioritizing medal-winning potential to maximize Canada’s competitive advantage on the world stage. 2. Sport Canada – As a government branch, Sport Canada emphasizes wide-reaching support for sport development across all levels, promoting inclusivity, grassroots initiatives, and athlete welfare, aiming to build a strong national sports system while fostering future Olympic talent from a community and development perspective. 3. Canadian Paralympic Committee – Differentiates itself by championing and empowering Canadian athletes with disabilities, focusing on accessibility, inclusivity, and elite performance in Paralympic sports, highlighting stories of resilience and strength to inspire national pride and broaden the sports narrative beyond the Olympics. 4. Canada Basketball – This sport-specific national governing body positions itself as the driving force behind Canada’s basketball excellence, investing heavily in youth development, professional pathways, and international competition to elevate Canada’s status as a competitive basketball nation globally. 5. Hockey Canada – Leveraging Canada’s deep cultural ties to hockey, Hockey Canada leads as the sport’s national governing authority, emphasizing a heritage of excellence, community engagement, and grassroots development, while maintaining elite programs to ensure sustained dominance in international hockey competitions.

Q: What is Ice in our Veins about? A: Ice in our Veins is a professional campaign created by Cossette for the Canadian Olympic Committee, launched in Canada in 2016. This film-based campaign was developed for the Professional Services industry and centers on the journey of Canadian athletes as they transition from the country's iconic icy landscapes to the vibrant setting of the Rio de Janeiro Olympic Games. The campaign uses emotionally charged storytelling to highlight the resilience, composure, and determination of Team Canada, aiming to inspire national pride and anticipation among Canadian sports fans ahead of the Olympics. Q: What creative device does Ice in our Veins use? A: Ice in our Veins employs the FORMAT#9 SYMBOLIZE THE BENEFIT approach from Clapboard's 12-format classification system. This technique uses potent symbolism—in this case, "ice"—to represent the mental toughness, composure, and national spirit of Canadian Olympic athletes. Rather than relying on a literal narrative or testimonials, the campaign visually associates the concept of having "ice in our veins" with elite athletic performance, reinforcing the athletes’ resilience and the unyielding identity of Team Canada. Q: What is the campaign proposition for Ice in our Veins? A: The campaign proposition for Ice in our Veins positions Team Canada as the embodiment of composure, resilience, and unwavering focus under Olympic pressure. By invoking the metaphor of having "ice in our veins," the Canadian Olympic Committee communicates a promise of reliability and mental toughness, targeting Canadian sports enthusiasts and supporters of national achievement. The campaign strategically leverages the contrast between Canada’s harsh winters and Rio’s tropical climate to underscore adaptability and elite preparation, fostering emotional investment and reinforcing the Committee’s commitment to supporting world-class athletes. Q: How does Ice in our Veins rank in Clapboard's archive? A: Ice in our Veins holds a Clapboard Campaign Score of 68/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of sports marketing and national brand storytelling. Q: Who are the competitors in Canadian Olympic Committee's category? A: In the Canadian sports and fitness market, the Canadian Olympic Committee faces competition from Own the Podium, which focuses on high-performance athlete support and medal-driven strategies; Sport Canada, which emphasizes broad-based sport development and inclusivity; the Canadian Paralympic Committee, which champions accessibility and elite performance for athletes with disabilities; Canada Basketball, which invests in youth development and international competitiveness; and Hockey Canada, which leverages the nation’s deep-rooted hockey culture and maintains elite programs to sustain international dominance.