The Canadian Olympic Committee (COC) and CBC/Radio-Canada have released their rallying slogan for the 2024 Summer Olympics with the new “Brave is Unbeatable” campaign.

The campaign focuses on what happens behind the scenes for athletes as they prepare for the Olympics. The COC says the campaign is based on its research that finds many Canadians feel achieving their own goals seems increasingly out of reach. The aim of the campaign is to celebrate overcoming adversity and to motivate Canadians.

A 60-second film, “What We Don’t See,” directed by Oscar-nominated Canadian filmmaker Hubet Davis leads the campaign. The film blends archival footage of international competitions with new footage of high-profile Team Canada athletes including star basketball player Shai Gilgeous-Alexander, who was cut from his high school team, and swimmer Maggie Mac Neil, who struggles with anxiety. A series of supplementary shorts featuring nine athletes supports the campaign as well.

The campaign aims to highlight what can be achieved through hard work and perseverance, and includes voiceover narration from Canadian stars like Back to the Future actor Michael J. Fox in English and pop star Celine Dion in French. Fox and Dion were chosen because of their own public struggles with life-altering medical conditions.

The “Brave is Unbeatable” campaign is the first work from The Hive for the COC since winning the assignment in October.

COC senior director of brand and digital marketing Colin Freeman said that the campaign shines a light on a different side of Team Canada athletes that the public doesn’t usually see.

“Team Canada athletes are so inspiring, not just for their performances on the field of play, but for their passion and perseverance off of it,” Freeman said in a statement announcing the campaign. “We are grateful to each of the featured athletes for sharing their stories and hope they resonate with Canadians as the whole country gathers together to cheer on Team Canada this summer.”

Leading up to the Summer Games, the campaign videos will be shared across the CBC/Radio Canada and COC channels, also airing through this year’s Stanley Cup playoffs on the CBC. The campaign also includes OOH, digital, social and print media.

This year’s Summer Olympics are scheduled to begin on July 26 in Paris, France. The campaign launched on April 19 and will run through to the end of this year’s Olympics on August 11. OMD handled national media planning for the campaign with IPG Mediabrands agency Initiative and PHD. The campaign will also include downloadable resources in schools across Canada, as well as scannable codes for audio experiences in OOH placements.