The Canadian Olympic Committee (COC) has selected The Hive for brand campaign-related work ahead of the Paris 2024 Olympic Games.

The Hive will work with the COC and its partner CBC/Radio-Canada to develop a new integrated platform that each organization will use throughout the Games’ campaign lifecycle. The Hive will lead the business jointly from its Toronto and Montreal offices in order to develop both the English and French aspects of the campaign in parallel.

In the past, the COC and CBC/Radio-Canada have approached their own marketing and communications independently, finding natural integration points later. For this cycle, The Hive says that both the COC and CBC/Radio-Canada wanted to engage an agency that could work with both of them to develop a singular shared Team Canada campaign from the onset.

“By collaborating on this campaign, we’ll be able to engage fans across the country in new and exciting ways as we all cheer on Team Canada on the road to Paris,” says Jacqueline Ryan, chief brand and commercial officer of the COC and CEO of the Canadian Olympic Foundation.

“This particular collaboration between The Hive and COC and CBC/Radio-Canada is an incredible opportunity to develop work that matters deeply to Canadians, along with sharing our broader global perspective as a nation,” says Jared Stein, president and CEO at The Hive.

The Hive tells strategy it will not staff up, as it “has a solid team in place to service this business” and has been on an “exciting growth trajectory over the last two years.”

According to Chris Wilson, CBC’s executive director of sports and Olympics, the broadcaster and COC have a shared goal of building excitement and awareness for the Games through a more unified approach.

Campaign development will kick off immediately with an anticipated launch in spring of 2024.