In the lead up to the London 2012 Summer Olympic Games, Procter & Gamble Canada, in cooperation with the Canadian Olympic Committee, signed on to support nine Canadian athletes in their quest for Olympic success. Amongst those, P & G selected Simon Whitfield, the 2000 Olympic gold medalist, for whom London would be his 4th and final Olympic Games, to represent their Duracell brand.
Given our long-standing collaborative partnership with Whitfield, P & G brought on Route 2 to lead creative direction in respect of activating the Whitfield-Duracell sponsorship. Specifically, working with PR firm Porter Novelli and GMR Marketing, we developed the “What Powers You?” concept, and produced the photo and video assets to support the campaign.
Through video, we told the story of the three categories of things that fuel Whitfield in his relentless pursuit of athletic excellence: Passion, Practices & People. In addition, we produced a longer “getting to know Simon Whitfield” edit, through which Simon told viewers, in his own words, the story of his athletic development, challenges and successes.
Writing now, post-London, we know that Whitfield’s Olympic triathlon career came to an end with a final challenge, a final chapter he would have written differently. Nonetheless, the successes that proceeded that day in August 2012, the rest of his story, will be what the history of Canadian sport remembers, and will admire, no matter what comes next for triathlon’s most successful Olympic distance athlete.
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