Team Canada Athletes Show Resilience in Return of ‘Brave Is Unbeatable’ Campaign

In a moment when Canadian pride and unity have never been stronger, the Canadian Olympic Committee (COC) and CBC/Radio-Canada return with Brave is Unbeatable, a campaign conceived and executed in conjunction with The Hive, celebrating Team Canada athletes who embody the resilience and determination of the Canadian spirit.

Ahead of the Milano Cortina 2026 Olympic Winter Games, the campaign shines a light on the unseen challenges Team Canada winter athletes overcome on their journey to the world stage.

Building on the success of its 2024 debut, agency The Hive reignites Brave is Unbeatable with a renewed focus on where bravery lives; the quiet battles, the daily sacrifices, and the relentless perseverance that define Team Canada athletes. Through powerful storytelling and behind-the-scenes moments, the campaign reminds viewers that true strength isn’t found only in medals, but in the courage to rise, recover, and keep going.

“What makes this campaign powerful is that it’s really about the human struggle,” said Erin Wendel, chief creative officer at The Hive. “These athletes’ stories don’t just represent sporting excellence; they represent the best of what it means to be Canadian. Their journey mirrors our own as a nation, giving us all something to rally around in these uncertain times.”

The campaign kicks off with a 60-second film 'Where Does Bravery Live?' directed by Academy Award-nominated Canadian filmmaker Hubert Davis. Using personal photos, home videos and new footage, it delves into the backstories of Team Canada athletes’ quests for Olympic glory, from speed skater William Dandjinou breaking the mould with of a typical short track speed skater, to bobsledder Cynthia Appiah managing financial obstacles, to hockey player Marie-Philip Poulin expanding the sport for women. It’s supported by a series of supplementary shorts featuring more athletes, including Sidney Crosby’s challenge of growing up in the spotlight. Seven-time Olympic medallist Andre De Grasse narrates the English version of the film, while Canadian R&B icon Corneille lends his voice to the French version.

“We’re so grateful these incredible athletes shared their stories with us and with the country. I’m certain that Canadians from coast to coast to coast will be inspired by their bravery, their resilience, and their Olympic spirit. I hope Canadians will rally behind Team Canada ahead of these Olympic Games, and that we all feel the unique power sport has to transform this country.” said Jacqueline Ryan, chief brand and commercial officer of the COC and CEO of the Canadian Olympic Foundation.

The campaign will live across a host of channels in the lead up to and during the Games in Milan. The video elements will be shared across CBC/Radio-Canada and COC’s multiple platforms. The campaign will also utilise out-of-home, digital, social media, and traditional print executions. National media planning for the campaign was done by OMD, IPG Mediabrands agency Initiative, and PHD.

The Brave Is Unbeatable campaign launches across the country on Oct 29th, 2025 running through the end of the Milano Cortina 2026 Olympic Winter Games, which run from Feb 2nd to 22nd, 2026.