Tokyo 2020 Olympic and Paralympics Games campaign
We celebrate the athletes competing for the podium all the time, but the coaches who get them there often go unnoticed. Behind the scenes, the words coaches say inspire athletes to be their very best, to push their hardest, and to keep grinding through the toughest of times. In our campaign, we celebrated Canadian coaches and their powerful words of inspiration, which enable these athletes to represent our country.

While our broadcast films featured four athletes, we had so many more stories to tell. To keep going, we turned to social, digital, livebytheleaf.ca and retail signage Petro-Canada gas stations. With behind-the-scenes content and interview videos, we found every possible opportunity to round out our stories with all the context we’d spent months digging up.

Press: The Message