Winter isn’t an obstacle, it’s an opportunity. That was the message Nike wanted to communicate to athletes as the cold set in and asked them to “Choose Your Winter”.

To support a global television campaign, Nike turned to the country where winter isn’t an “if” but a “how long”, and we turned to social media to inspire Canadian athletes to use winter to their advantage, when it was at its worst.

Planning for all the scenarios a Canadian winter could throw at us, we developed content specific to various activities and conditions. By monitoring forecasts we published real-time content region-by-region when athletes needed the biggest boost. Targeted media was used to amplify reaching our core audience.

Athletes across the country committed to making winter their strongest season – sharing thousands of stories, comments and achievements across Facebook, Twitter and Instagram with the hashtag #chooseyourwinter.