The athletes of Team Canada know fate has nothing to do with whether they will win or lose. Only they do.
With the winter Olympics being held in Vancouver, Nike asked for a campaign that would introduce Team Canada to the world. We came up with the idea of “Force Fate,” and built an integrated campaign around it, which crossed nearly every medium from print and TV to online content.
A branded content piece launched the campaign and the idea of “Force Fate.” The online piece, shot entirely in Vancouver with all real people, took a jab at all those who believed fate controlled the success of their team. When really they controlled it.