RBC Training Ground: Fueling Canada’s Olympic athletes
Holiday United Group and Dentsu collaborate for RBC’s Training Ground campaign, fostering Canadian athletic talent.
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Celebrating its 77th year as a partner of Team Canada, RBC (Royal Bank of Canada) launched a new campaign for the Paris 2024 Olympic Games, highlighting their RBC Training Ground program.
RBC tapped Toronto-based Holiday Films, The Cavalry, and Recess Post for production, photography, and post-production. All three companies are part of Holiday United Group, which offers a curated selection of broadcast and online production, commercial photography, and post-production; an end-to-end full service production model that’s streamlined under one roof.
Holiday Films’ directors Michel & Nico Arribehaute, known as Michel + Nico, brought their kinetic style to the project, bringing a very human approach to athlete and sport storytelling. As former professional athletes themselves, Michel & Nico were the perfect directing team to bring these spots to life.
Credits
View on- Agency Dentsu Creative/Toronto
- Production Company Holiday Films
- Director Michel + Nico
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Credits
View on- Agency Dentsu Creative/Toronto
- Production Company Holiday Films
- Director Michel + Nico
- Post Production Recess Post/Toronto
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Dentsu Creative/Toronto
- Production Company Holiday Films
- Director Michel + Nico
- Post Production Recess Post/Toronto
The directors capture the essence of each athlete’s journey, showing their evolution as they learn to play a new sport to make their Olympic dreams come true. Their use of vibrant visuals and compelling narratives helps draw viewers into the athletes’ worlds, showcasing their dynamic skills as athletes.
The campaign included photography from The Cavalry photographer Riley Smith, adding depth and richness to the portrayal of each RBC athlete. Ultimately, RBC appreciated the speed and collaborative approach to working with HUG’s end-to-end model with just a single point of contact throughout, from creative brief to final delivery of the spots.
The RBC Training Ground program has played a big role in Canada’s Olympic success by helping to find and train promising athletic talent. This campaign helps showcase the athlete’s achievements and reinforces RBC’s dedication and support for Team Canada and young athletes.
The campaign shines light on the dedication and hard work of a select group of RBC athletes, many of whom made it to the Olympics by playing a new sport outside of their niche, which is the cornerstone of RBC’s program to nurture Canada’s athletic talent.
The spots open with a simple but inspiring line: “Ideas happen here” highlighting the many benefits of RBC’s Training Ground program, which has helped to find and support over three thousand Canadian athletes with Olympic potential since 2016.
