New Campaign from Special Olympics Canada in Partnership with Grey Media

Written by: Allie Wiebe | Communications Liaison, Special Olympics Team Canada 2025 

Sport has the power to bring people together. To electrify a crowd. To defy expectations. And at its best, it belongs to everyone.

"Joy is Gold" is more than a campaign—it’s a declaration. Created by Special Olympics Canada in collaboration with Grey Media, this bold new creative shines a spotlight on Special Olympics Team Canada as they prepare for the Special Olympics World Winter Games Turin 2025.

At the heart of the campaign is a 60-second film that blends high-impact sport visuals with deeply human moments—athletes pushing forward, teammates celebrating, and the sheer, unfiltered joy that defines competition. It’s a pulse-raising reminder that when everyone gets the chance to compete, the game gets better for all of us.

Because greatness isn’t about limits. It’s about heart—and their heart will make yours skip a beat.

This is Special Olympics Team Canada. This is what inclusion looks like.

This is joy. And joy is gold.