Our challenge was to find a way to inspire and unite the athletes, the fans, and the city for this international event.

We launched the "Now Or Never" campaign with the support of the COC, the Canadian athletes and their supporters.

The campaign began with 60 and 30 sec TV spots that ran leading up to the games, complimented by online 5 sec ads and other digital executions. During the games the rallying cry covered the walls of Canada House and was used heavily on social media.

During the games, we launched the second phase of the campaign - two 30 sec ads to support the Canadian Olympic Foundation, along with four mini documentaries introducing the next generation of Canadian Olympians. These videos were targeted towards donors at a time when they are thinking about Canadian sports.