“The Canadian Olympic Committee wanted to launch a new brand platform for PyeongChang 2018. After years of positioning Team Canada as being defined by our climate and geography, we set out to show how the Olympic virtues are the same virtues Canada is known for. Our poster infinitely repeats ‘virtue is victory is virtue’ to demonstrate how Canadian athletes—as symbols of honor, selflessness and bravery—have already achieved victory, regardless of the medal count.”
