VIDEO: Derek Kent on COC’s new Olympic campaign

The Canadian Olympic Committee (COC) launched a 15-week national multimedia advertising campaign Monday that aims to better connect Canada to its athletes. The effort from Toronto agency Proximity kicked off with a 60-second commercial titled “Relentless” that features Olympians training for the upcoming games and the “Give Your Everything” (“Tout Donner”) tagline. Derek Kent, chief […]

The Canadian Olympic Committee (COC) launched a 15-week national multimedia advertising campaign Monday that aims to better connect Canada to its athletes.

The effort from Toronto agency Proximity kicked off with a 60-second commercial titled “Relentless” that features Olympians training for the upcoming games and the “Give Your Everything” (“Tout Donner”) tagline.

Derek Kent, chief marketing officer with the COC, chatted with Marketing about the new campaign, the inspiration behind the tagline and the important role of social media.

Related
COC launches campaign ahead of London 2012

Videography by Pam Lau

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