The motto was launched with the participation of several noted Canadian Olympic and Paralympic medal-winning athletes, including Daniel Wesley (Paralympic Alpine Skiing), Duff Gibson (Skeleton), Carol Huynh (Wrestling) and Denny Morrison (Speed Skating). Joining via video message was Nathalie Lambert (Short Track Speed Skating).
“The motto is connected and familiar to all Canadians through our anthem ‘O Canada’ and it also embodies what it takes to be an Olympic or Paralympic athlete,” said John Furlong, VANOC Chief Executive Officer. “It embodies the emotions every athlete will feel - no matter where they are from or what flag they stand under - when they have the honour to represent their own country on the world’s grandest international stage in 2010.”
Des plus brillants exploits was also revealed as the French motto for the 2010 Winter Games. While the French and English mottos are different, they are drawn from the same inspiration. “Des plus brillants exploits references the pinnacle of achievement and the extraordinary feats of human endeavour that will occur, both for the athletes and for everyone involved in staging the 2010 Winter Games,” said Furlong.
“What better metaphor for the incredible achievements of the world’s best athletes than the heart itself?” Furlong continued. “And perhaps most importantly, the mottos describe the pride that results from outstanding achievement, be it an athlete’s performance of a lifetime or the valuable contribution of a dedicated volunteer. There’s a champion in everybody and the mottos invite everyone to step up to their own podium and give their very best through the once-in-a-lifetime experience of the 2010 Winter Games.”
“The 2010 Winter Games motto will evoke the emotion and pride that everyone feels when performing at their best,” said Sir Philip Craven, President of the International Paralympic Committee (IPC). “The motto captures the warm and welcoming spirit of the Host Nation and it promises to the world that the extraordinary achievements of all athletes will be honoured and celebrated. The motto also continues the spirit of the Paralympic values: courage, determination, inspiration and equality.”
With Glowing Hearts now becomes an integral element of the Vancouver 2010 Olympic and Paralympic Winter Games communications platform. It will be integrated into pre-Games and Games-time materials and activities, and will be a key component of the 2010 Winter Games graphic identity that will be seen throughout the host region and at sport venues in 2010.
VANOC does not have and has no desire to own the phrases With Glowing Hearts and Des plus brillants exploits and VANOC’s use of the motto in no way changes how these words can be used by Canadians or how Canadians enjoy the national anthem as a whole or the specific phrases. VANOC has taken steps to protect its use of the motto, in both English and French, by registering the marks under trademark legislation but would only review the use of the motto if a business began using them to create a specific, unauthorized commercial association with the 2010 Winter Games.
With Glowing Hearts was selected in the fall of 2007 and was followed by focus testing in Vancouver, Toronto and Quebec City to ensure the concept, in both official languages, resonated with all Canadians. The VANOC Board of Directors, the IOC and IPC formally approved the motto earlier this year. A full creative campaign was then developed. With Glowing Hearts is being launched this fall with a national advertising campaign featuring television, internet and cinema spots as well as a print advertising campaign.
More information and the new thematic commercial that includes With Glowing Hearts is already available at www.vancouver2010.com.