Curling Canada’s 'Earn the Maple Leaf' Campaign Brings Olympic Dreams to Life

Curling Canada, in partnership with Cossette West, has unveiled ‘Earn the Maple Leaf’, a national campaign designed to captivate audiences as Canada’s top curling teams battle for their place at the Milano Cortina 2026 Winter Olympics. Blending the raw power and determination of elite athletes, this emotionally charged narrative spotlights the heart and humanity behind the sport.

In November 2025, the years-long journey of Canada’s curling hopefuls will reach its pinnacle as athletes converge at Halifax’s Scotiabank Centre for the Montana’s Canadian Curling Trials. Centred around the campaign is a 30-second television ad that blends powerful visuals, spoken word poetry, and a dramatic soundtrack. The spot mirrors the intensity of the game, creating an experience that resonates on a deeper level with fans.

“Curling is raw, beautiful, combative, poetic and lively,” said Pierre Chan, group creative director at Cossette. “By using the brutal honesty of spoken word poetry, the campaign parallels the drama and emotion an athlete experiences when competing to earn the Maple Leaf on their uniforms—a symbol of national pride and resilience.”

This campaign goes beyond just showcasing the sport. It immerses viewers in the emotional highs and lows that athletes experience on their journey to the top.

“The Montana’s Canadian Curling Trials are the crown jewel of Canadian curling—a theatre of resilience, passion, and pursuit of perfection,” said Andy Henry, director of event marketing at Curling Canada. “With this campaign’s storytelling, we’re not just inviting fans to watch; we’re bringing them into the very moments that define champions, showcasing the sport’s soul in a way that inspires and unites.”

The ‘Earn the Maple Leaf’ campaign aims to engage Canadians across multiple touchpoints, including television, radio, print, OOH, digital platforms, and social media throughout 2025. Tickets for the highly anticipated Montana’s Canadian Curling Trials are already on sale and can be purchased through curling.ca/tickets.