CBC Olympics: Pushing Limits

Objective

For this broadcast our goal was to bring to the spotlight the personalities and stories behind Canada’s top Olympic athletes headed for the 2018 Winter Olympics in PyeongChang.

Strategy

With the help of hosts Craig McMorris and Phil Marquis, we uncover what motivates Team Canada in an 18-part series. We subtly integrated our title partner, VISA, into each episode to cement VISA's global activation with the Olympics as well as CBC.

Outcome

“Pushing Limits” is about unbound ambition, and finding new limits to strive towards, whether in sport or in life. VISA’s athletes seek out new experiences that reset their finish lines, giving Canadian viewers a glimpse into the activities beyond their sport and the good times that make each of them truly unique.