Tokyo 2020 Brand Campaign

Client-side Creative Direction & Approvals, Design System Development, Template Design, Art Direction, Photo Compositing, Implementation

Canadian Olympic Committee x Camp Jefferson
For the Tokyo 2020 Olympic Games brand campaign, a small group of us on the brand team started by developing an RFI to find an agency to collaborate with us on a new approach to campaign development for Team Canada. Our goal was to create a campaign that was fully integrated into all of the work we were developing in the lead-up to and during the Olympic Games. Using our brand platform as the foundation, we aimed to tell emotional stories that would create a sense of belonging for Team Canada fans by demonstrating how virtues empower everyone to Be Olympic. Although the campaign was conceived in advance of the COVID-19 pandemic, the work felt more relevant than ever once it was launched. Through strong collaboration, I led the development of a consistent design system and guidelines that created strong brand association and impact through donated media on broadcast, in out of home, print and digital banners, as well as a dedicated hub on the Team Canada website, app and social channels.

The campaign relied on donated media on television, digital and out-of-home, in the end in excess of $2.9m. The broadcast versions ran over 9,000 times and the campaign delivered over 300 million impressions through 56 days. As a result, the campaign helped increase equity in the brand through significant insreases in Canadians identifying as a 'Passionate fan', in Canadians having a 'Very positive opinion' and interest in the Canadian Olympic Team.

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