Canadian Olympic Team – #WeAreWinter


Canadian Olympic Team calls upon nation to rally behind Sochi-bound athletes with new brand campaign

With 37 days remaining until the Sochi 2014 Olympic Games, the Canadian Olympic Committee (COC) today launched its “We Are Winter” campaign, its most integrated, digitally enabled and largest brand undertaking in its history.

The national video debut of “We Are Winter,” entitled Crossroads featuring Sochi medal hopefuls Kaillie HumphriesMark McMorris and Mikaël Kingsbury , aired nationally during CBC’s coverage of the 2014 Bridgestone NHL Winter Classic® on January 1 on CBC-TV and online at Four-time Olympian and Lillehammer 1994 Olympic gold medallist, Jean-Luc Brassard , and Salt Lake City 2002 Olympic gold medallist, Steve Yzerman contributed to voice-overs.


The 17 athletes featured in “WE ARE WINTER” include:

  • Kaillie Humphries & Chelsea Valois, Bobsleigh (Calgary, AB & Zenon Park , SK);
  • Denny Morrison, Long Track Speed Skating (Fort St. John, BC);
  • Mark McMorris, Snowboard – Slopestyle (Regina, SK);
  • Mikaël Kingsbury, Freestyle Skiing – Moguls ( Deux-Montagnes, QC);
  • Roz Groenewoud, Freestyle Skiing – Halfpipe (Calgary, AB);
  • Charles Hamelin, Short Track Speed Skating (Sainte-Julie, QC);
  • François Hamelin, Short Track Speed Skating (Sainte-Julie, QC);
  • Alex Bilodeau, Freestyle Skiing – Moguls (Rosemère, QC);
  • Justine Dufour-Lapointe, Freestyle Skiing – Moguls (Montreal, QC);
  • Marianne St-Gelais, Short Track Speed Skating (Saint-Félicien, QC);
  • Sarah Reid, Skeleton (Calgary, AB);
  • Noah Bowman, Freestyle Skiing – Halfpipe (Calgary, AB);
  • Meagan Duhamel & Eric Radford, Figure Skating (Lively, ON & Balmertown, ON);
  • Alex Gough, Luge (Calgary, AB); and
  • Meaghan Mikkelson, Ice Hockey (St. Albert, AB).

The new campaign amassed more than 100 hours of video footage and was planned, shot and edited over a 16-month period. Canadians will recognize some of Canada’s most natural backdrops, as scenes from the Canadian Rockies, the Prairies and settings in the province of Quebec are all highlighted in the campaign. “We Are Winter” features two :60-second and four :30-second TV spots and one :15-second spot all in French and English.

Shot on location in Calgary, Montreal, Quebec City and Whistler, “We Are Winter” depicts the high-performance training regimens of Canadian athletes through the lens of critically-acclaimed Canadian director and producer, Henry Lu. The campaign also features dramatic stills of Sochi-bound athletes, captured by top Canadian photographer Chris Gordaneer from Westside Studios.

The essence of this campaign originated from conversations with our athletes who all said the same thing: Winter defines them and defines who we are as a country,” said Derek Kent , Chief Marketing Officer, Canadian Olympic Committee. “We wanted to inspire Canadians by showcasing the drive, determination and grit of our athletes as they train for the Olympic Games. We wanted Canadians to really get to know our athletes and their remarkably inspiring stories. We are proud of what we have built and that we are putting a brighter spotlight on our national sporting heroes.”

In total, the campaign will show 17 of Canada’s athletes promoting 10 Olympic sports and includes seven inspiring athlete documentaries. In addition to airing the national TV debut, CBC is also the exclusive broadcaster of the :60 spot entitled MANIFESTO, voiced by Yzerman, who is also a former Detroit Red Wing Captain and current Executive Director of Canada’s Men’s Hockey Team. Continue reading


January 10th and 11th – Beverly HillsThe Lounge will Showcase a Range of Luxury and Lifestyle Brands in Honor of the 2014 Golden Globe AwardsGBK, (, the luxury lifestyle gift lounge and special events company, will honor the 2014 Golden Globes® Awards Nominees and Presenters with their Annual Gift Lounge on January 10th and 11th from 11:00 am – 5:00pm in Beverly Hills. GBK, the recipient of multiple BizBash’s Award for “Best Gift Bag,” will offer its exclusive list of invited celebrities, VIPs, and Media an opportunity to view the luxurious environment with gifts, refreshments, and music.

Among the luxury and must-have lifestyle brands including gifts from Title Sponsor, Pilot Pen. Pilot Pen offers superlative writing instruments renowned for quality, performance, cutting-edge technology and consumer satisfaction. Guests will receive an assortment of their fine writing instruments including the Black Matte Vanishing Point, the Pilot MR Metropolitan Collection Silver Ballpoint Pen, and the FriXion Clicker Erasable Gel Ink 8 Pack Pouch.

Other great gifts include some unique luxury items like premium bedding toppers from Presenting Sponsor, airweave. airweave is the number one super-premium bedding topper in Japan and is celebrating its launch in the United States in January of 2014. Lavish destinations have become a signature GBK Lounge gift, and this year the celebrities will receive certificates from some of the most luxurious destinations like The St. Regis Bora Bora Resort, gifting a destination package to include 3 nights in a Deluxe Overwater Villa, daily breakfast and 20% discount to Miri Miri Spa by Clarins and Caribbean Living Magazine / Hard Rock Hotels, International, who will be on site gifting an all-inclusive trip to the Hard Rock Hotel Punta Cana.

Beauty products that are both deluxe and functional will fill the lounge including gifts from Tweezerman, gifting their Purple Rein Petite Tweeze Set and Coil Spring Nipper for women, and Facial Hair Scissors and Black Slant Tweezer for men; Sleep-In Rollers, hair rollers that are designed to flatten like a sponge; Minerva Research Labs, gifting Pure GOLD COLLAGEN®, a new generation liquid food supplement, which contains a unique blend of hydrolysed collagen and active ingredients that are essential for the production of collagen and skin’s hydration; Embellash Eyelash Conditioner, Brow Braun Eyebrow Conditioner, and Hands-Free Skin Brightener from The Crave CollectionBurke Williams Spa, the original urban Day Spa, gifting their H2V exclusive skincare line; Regeneca WorldWide, a Global Health and Wellness innovator, gifting their RegeneBlend antioxidant beverage blend – built upon a combination of over 18 fruit and vegetable phytochemical extracts; Lipo Light South Bay, offering the latest in alternative Lipo LED Body Sculpting Fat Elimination Technology; and Barbar Hair Tools.

A true highlight of any GBK lounge is the incredibly diverse and trendy fashion and accessory products including Fiamma Jewelry, an exquisite collection of fashion and engagement jewelry with pink diamonds for women who have a love for all things that glitter and sparkle; Threaded Creations, a unique high-end children’s boutique, gifting accessory hairpieces, gift cards and pocket squares from the EF3 Designs accessory line;Luminita, gifting Leather / Beads Bracelet magnetic clasp which is a reinvention of the traditional clasp: two bracelets become a necklace, allowing you to create and express your personal style; Made By Survivors, an international nonprofit gifting silver and brass handmade jewelry made by survivors of human trafficking; The Artisan Group®, gifting the celebrities and members of the press a lovely collection of trendy jewelry, spa and bath products, fine art photography, and other handcrafted gifts; SPANX, the industry leader in shapewear, gifting each celebrity with both the Slim-Waist Trunk as well as the Spanx for Men Cotton Control Crew; Rolf Bleu TM by Caryn Sterling. From cross body ipad covers to jewelry and embroidered Beanies, Founder Caryn Sterling keeps her Rolf Bleu TM brand innovative and “on trend”; and Planet.ECO.

Gourmet sweets and treats will be sampled and gifted at the event from Kyra’s Bake Shop, an award-winning bakery that specializes in pastries that happen to be gluten-free; Yoplait Greek – New Yoplait Greek is a strained Greek yogurt packed with protein and deliciously blended with real fruit, natural colors, flavors and sweeteners; Bulgarini Gelato, sampling their delicious gelato and cremino bars as well as gifting a certificate for a private gelato and wine pairing party for 12 guests; Sabra, the leader in refrigerated dips and spreads, sampling their award winning hummus as well as Sabra’s salsa, dairy dips and guacamole; and SAAS Hot Sauce. SAAS Hot Sauce is a new savory, authentic, all-purpose, and spicy sauce that is getting rave reviews nation wide.

Technology and unique finds include FLUXMOB, a mobile technology company that produces innovative yet minimalistic products and is gifting their BOLT – the world’s smallest battery pack and wall charger combination; Sir Ike Audio, gifting luxury Bluetooth Audio headsets; BLOW HOOKAH, a revolutionary electronic hookah that allows the same enjoyment of traditional hookah without the smoke, tar, mess, charcoal, etc.;, gifting their new intelliFLAME, flameless candles available on; and The Love Architects, gifting an autographed copy of “Real Love, Right Now” and 1 hour of Love Whispering.

Charity beneficiaries include: 

GUARDaHEART Foundation, a non-profit foundation dedicated to raising awareness of heart disease prevention by spreading the word to guard your heart and save your life. For more information, please visit rg

Lambda Legal – Lambda Legal has been making the case for equality on behalf of lesbians, gay men, bisexuals, transgender people and those with HIV across the nation for 40 years. Their impact strategy combines groundbreaking work in the courts with innovative education and policy advocacy to change the hearts and minds of the public — and to teach people how to make sure that LGBT civil rights are respected. Lambda Legal’s mission is to achieve full recognition of the civil rights of lesbians, gay men, bisexuals, transgender people and those with HIV through impact litigation, education and public policy advocacy and their work is an integral part of the continuing struggle for civil rights in America. For more information, please rg