Canadian Olympic Committee partners with Sid Lee, agency behind ‘We the North’
TORONTO — The Toronto Raptors’ iconic “We the North” campaign generated a whopping 160 million impressions on social media in its launch season alone.
But Vito Piazza didn’t need numbers to know it would be an astronomical success.
“When I went to the first Raptors game right after (its launch), and people were chanting it in the halls, you knew it was going to be something special for sure,” said Piazza, president of Sid Lee Toronto, the ad agency responsible for “We the North.”
Hoping to capture some of that “We the North” magic, the Canadian Olympic Committee has partnered with Sid Lee as its creative agency of record.