For the hockey-obsessed country of Canada, the 2010 Winter Olympics were a historical “must win.” Anything but gold would be considered a failure, and many Canadians felt that a glorious win on home soil was simply destined or fated. The Nike Brand took the contrary position: we don’t rely on destiny, we guarantee victory through hard work and training. That brash idea of “forcing fate” served as the central theme in a year-long dialogue created with hockey-obsessed teens and, more broadly, all Canadians.

Client: Nike, Agency: Wieden+Kennedy