Canadian Olympic Committee partner Air Canada aims to take Olympic patriotism to new heights through a new campaign revolving around the ideals of inclusivity, diversity and cooperation.
This Canadian values-led campaign, activating the airline’s Team Canada partnership rights, levarages the 2018 Winter Olympic and Paralympics.
The creative, which sees Air Canada tap into the spirit of the Games and showcases a growing sense of confidence among Canadians with respect to their role on the international stage, is spearheaded by a 60-second hero film called ‘Our Time’.
The patriot creative approach combines Canadian values with imagery of athletes headed overseas to represent the country: the scenes include symbols that aim to make Canadians proud – from a boy offering a jersey as a symbol of friendship, to face-painted children that reveal the country’s cultural diversity.
The work sees Air Canada aim to leverage its own ‘tangible role’ in the Olympics: focusing on transporting athletes to and from the games.
Narrated by Hollywood star and Canadian native Ryan Reynolds, the voiceover says: “We find strengths in our differences,” and voices unity for all Canadians, a call to all to bring people of diverse backgrounds together.”
The spot broke online on 9 February and debuted on air twice during the Winter Olympic opening ceremonies in PyeongChang.
The campaign continues on television right through the CBC broadcast of the Olympic and Paralympic games and across the digital and social landscape.
This is our time to show the world what we’re made of. #FlyTheFlag Narrated by @VancityReynolds @TeamCanada pic.twitter.com/kGD47gVT6k
— Air Canada (@AirCanada) February 9, 2018
The supporting content sees Air Canada leverage its athlete ambassador deals with six high-profile athletes: who are all featured alongside Air Canada employees in the OOH phase of the campaign in in the Montreal, Toronto, Calgary and Vancouver international airports.
These athletes in the airline’s sponsorship stable include figure skaters Patrick Chan, flag bearers Tessa Virtue and Scott Moir; hockey player Marie-Philip Poulin; freestyle skier (halfpipe) Cassie Sharpe; and Paralympic Para Nordic skier Mark Arendz.
The airline also has a branded space within the Canada Olympic House in PyeongChang.
The central creative concept was developed by FCB Canada (based on a mandate that spans advertising and the airline’s global retail communication platform), while Mindshare handled media buying and planning and Weber Shandwick worked on the related PR.
“I saw myself and my family in this script,” said Reynolds.
“This is my experience of being Canadian, and the experience I want for my daughters. To be proud of where they come from, and of the values shared by all Canadians that are expressed in this ad. I also want them to be able to cheer for Team Canada (and their mother’s team, if she asks you what I said).”
Reynolds further amplified the 2018 Winter Olympic campaign and his own support for Team Canada by tweeting praise for the nations sports stars.
For example, after Tessa Virtue and Scott Moir’s historic gold ice-dancing win on Monday, Reynolds tweeted to the duo suggesting a new path for the pair.
Go @TeamCanada!!@CassieSharpe is a legend — makin’ it look easy. And thank you @tessavirtue & @ScottMoir for agreeing to raise my children as your own
— Ryan Reynolds (@VancityReynolds) February 20, 2018
Comment:
Air Canada has been a sponsor of Canada’s Olympic Team since 1988 and a sponsor of Canada’s Paralympic Team since 2007.
The airline’s work dovetails with Team Canada’s own value’s led Winter Olympic #BeOLympic brand platform (see case study).
This 2018 Winter Games activation continues Air Canada’s wider current marketing approach which is based on putting Canadian values at the forefront of its work and featuring creative drawing on ideals of inclusivity, diversity and cooperation.
Andy Shibata, Air Canada’s managing director of brand, describes the PyeongChang work as the second chapter in a story the airline has been building for some time.
The first phase began back in December 2017 with a flagship ‘Our Home’ 90-second spot (also narrated by Reynolds) that put the emphasis on the deep-seated connections Canadians have to their homeland.
Shibata adds that ‘Our Home’ was the airline’s best performing social marketing content piece in its history – racking up more than 17 million views across Air Canada’s various channels – as Canadians responded positively to the creative’s ‘cultural confidence’.
With its youthful Prime Minister Justin Trudeau proving popular at home and abroad (and standing in marked contrast the Donald Trump), Shibata feels that Canada is “having a bit of a moment on the world stage” which opens up opportunities for brands.
Links:
Air Canada
https://www.facebook.com/aircanada
https://instagram.com/aircanada
https://www.youtube.com/user/aircanada
Canadian Olympic Committee (COC)
https://twitter.com/teamcanada
https://www.facebook.com/teamcanada
https://www.youtube.com/canadianolympicteam
