By Cadeem Lalor
The 2025 Invictus Games are inviting Canadians to share what challenges keep them motivated with its latest campaign, “I Am.”
The 2025 Games are scheduled to run from Feb. 8 to 16 in Vancouver and Whistler. First held in 2014, the event is an opportunity for wounded, injured or sick veterans and servicemen to compete in adaptive sports.
“I Am” is the event’s motto, derived from the last two lines of the poem “Invictus” by English poet William Ernest Henley. As part of the new campaign, 10 black-and-yellow “I Am” signs will pop up across Vancouver and Whistler, leading up the event. The first sign was unveiled at Vancouver’s Jack Poole Plaza last week.
Each sign has a QR code to access the campaign’s webpage to submit an “I Am” story. The signs are also accompanied by “Battle Cry,” a campaign video that captures some of the Invictus competitors’ stories.
The Invictus Games’ senior communications specialist Olivia Frankel says this is the competition’s first major awareness campaign. She adds that the organization’s own internal insights showed general awareness of the event was strong, and the new campaign was built to further build momentum and resonate with Canadians of all demographics.
The organization’s in-house team was behind the creative approach to the campaign and overall marketing strategy. Pattison ID assisted with creating the campaign’s signs.
Invictus Games Vancouver Whistler 2025 CEO Scott Moore says he hopes that the interactive potential of “I Am” can generate a widespread level of engagement.
“There are unsung heroes among us all, wounded, injured and sick service members and veterans who inspire us through their journey of shared recovery, hope, courage and healing. I am inviting people everywhere to get to know and join the Invictus family,” Moore says.
As the Games draw closer, the organization is planning to release more interactive content to market the event.
