(2016 ☆ ARCHIVED) Canoe Kayak Canada

CANOE KAYAK CANADA - Nominee for the 2016 'Foundation' award.

• Campaign Video
• Facebook: www.facebook.com/CanoeKayakCAN
• Instagram: www.instagram.com/canoekayakcan
• Website: canoekayak.ca
• Twitter: twitter.com/CanoeKayakCAN
• YouTube: www.youtube.com/c/CanoeKayakCanadaCKC

In February 2016 Canoe Kayak Canada (CKC) launched a highly professional branding campaign, uniting paddlers of all ages, disciplines and paddling ability. CKC are the national body for competitive paddling in Canada, with more than 100 clubs across the country. The rebranding is designed to engage the interest of new corporate partners as well as new paddlers, allowing CKC to build participation and help elite athletes achieve the highest levels of success.

CKC have launched the use of the hashtag #wepaddle and the French version #nouspagayons to bring people’s contributions together on social media. This makes the campaign an interactive one and a quick search reveals that not just Canadians but paddlers from all over the world have taken the concept to heart. 

CKC have used high quality photography and videography, producing images that inspire and promote. The campaign taps into paddling as an integral part of Canadian history, reminding Canandians of their roots and encouraging them to get on the water.

"It embodies the values we believe in. Everything that our country stands for is brought to life in the act of paddling. Paddling makes us who we are."

The main video CKC have created is set to slow but motivating music. Paddlers are shown doing what they love; giving everything they have in sprint boats, braving the heights of waterfalls and enjoying the solitude in traditional wooden canoes.  A narrator describes that we are -

“Most ourselves in the rage and the whip and the whirl, or the reflective silence before the gun goes and we know we’re home.”

And finally a message to everybody: ‘come paddle with us’, is displayed on the screen.

CKC’s branding campaign plays on Canadian heritage in a way that paddlers from anywhere in the world could relate to, setting a benchmark for all paddling organisations.

This is a 2016 archived nominee. Voting has closed.