We all play for Canada

Canadian Tire


Festival of Media

Silver, Content Creation Award


Gold, Local Brand or Service in a Local Market

Media Innovation Awards

Gold, Integrated/Multi-channel

Media Innovation Awards

Gold, Branded Content

Following the enormous success of Canada at the 2014 Olympics, positive sentiment, pride and patriotism were at an all-time high in the country. A great opportunity for a retailer such as Canadian Tire.

a challenge to achieve an ambition

Not able to compete in a price war against our American rivals, we fanned the flame of patriotism to win Canadian consumers' share of heart.

broadcasting mini-documentaries during the Olympics, featuring the unsung heroes behind athletes' careers
Canadian Tire We All Play For Canada Case 2

a strategy fueled by data

Under attack from its American competitors, Canadian Tire won the market share battle by leveraging the role it plays in developing active living and building healthier communities. Hockey is a platform where Canada dominates, so we used it as a patriotic lever to represent the fight it was leading against giants like Target and Walmart.

an execution driven by creativity

We found 300 volunteers who carpooled, coached and mentored Jonathan Toews throughout his life. Our content strategy featured those volunteers in online documentaries and a full-length version in prime time TV. We synchronized Facebook posts to our TV ads prompting downloads of the song featured in the spot. To strengthen grassroots positioning, stores engaged their communities through in-store activities, social assets and the flyer program. Don Cherry, the iconic hockey broadcaster, wore a team photo jacket on air. Soon, other celebrities joined the movement. “We-All-Play-for-Canada” became the rallying cry of a nation.

results that go beyond the objectives

in free media airtime



Increase in sales YOY, during the quarter of the campaign

mission accomplished!

Tj Flood

TJ Flood

Senior Vice-President, Marketing

“We are an enabler of play which is interconnected with building stronger communities.  Partnering with the COC was way to further strengthen those values” said Flood. “Our belief is that play, through all of its virtues, builds stronger children which leads to strong families and communities, and ultimately leads to a stronger nation.”