Last week was a big week for Proximity Canada as the Toronto and Montreal-based agency won Digital Agency of the Year at the Advertising & Design Club of Canada Awards on Thursday, and was officially named the Canadian Olympic Committee’s (COC) creative agency of record for the 2012 Olympic Games on Friday. Fresh from its selection as the Digital Agency of the Year by a collection of international judges at the ADCC Awards, Proximity beat out over a dozen of Canada’s leading creative agencies for the COC’s Olympic campaign.
The COC launched creative agency search in September before it shortlisted Proximity and two other unnamed agencies for the creation of a London Olympic Games campaign. Proximity came out on top, as COC pointed to the agency’s proven track record of past success. Proximity is responsible for telling athletes’ stories and promoting Canada’s Olympic initiatives going into the 2012 Games in London.
Proximity will provide in-kind work and is responsible for strengthening the COC’s brand identity among both the public as well as current and prospective corporate partners. No benchmarks have been set for the timeline of Proximity’s work but it is known for certain that the campaign will focus on the digital medium. The brand will not launch major TV campaigns but will focus more on digital executions and storytelling through the COC web platform, Facebook and Twitter. Proximity will likely leverage services from its sibling agency, BBDO Canada.