Everything Comes Down to a Single Throw in Dramatic Curling Canada Campaign

For diehard fans and newcomers alike, it’s hard to grasp just how much is on the line for the athletes during the Season of Champions. Cossette created new spots for Curling Canada to showcase the high stakes, drama and intensity of the game, and how it can all come down to a single throw.

“We’ve relied a lot on humour in the past, but this year we wanted a shift in tone,” says Nolan Thiesson, CEO of Curling Canada. “The Season of Champions is no joke. It’s an important moment for these athletes - they put in so much work to get to that moment - and we wanted to give them the recognition they deserve.”

A Stone’s Throw from History follows a stone on its trip down the ice and highlights the journey of a professional curler in the process. For every top curler, the chance to make history is at stake during the Season of Champions. As soon as the stone leaves their fingers and slides down the ice, anything is possible. The next tournament - Scotties Tournament of Hearts - is taking place February 16th to 25th, 2024, at the WinSport Event Centre in Calgary.

“We wanted would-be fans to gain a little insight into how intense curling can be beneath the seemingly cool, calm surface,” says John Osborne, group creative director at Cossette Vancouver. “To do this, we homed in on the second an athlete releases their stone. In that moment, their journey, hopes, insecurities, and competitiveness flash before them. It’s an excruciating collective holding of breath when these champions might be just A Stone’s Throw from Victory.”

Curling Canada’s new campaign launched on television both nationally (TSN) and locally/regionally (CTV), various local radio stations, digital OOH, and social media.