Canadian Tire


Media Innovation Awards

Gold, Best in Social Media

Media Innovation Awards

Bronze, Best in Retail & E-Commerce


Gold, Local Brand or Service in a Local Market

Festival of Media

Bronze, Best Community Development

Shovelling snow is a way of life for Canadians, but when winter drags on, more than a few get discouraged. Canadian Tire wanted to show that tough winters can also bring out the best in us.

a challenge to achieve an ambition

In addition to bringing out the best in people, Canadian Tire, one of the busiest retailers in the country, wanted to position itself as the number one store for everything Canadians need to make it through the winter.

Use an underexploited avenue to create community engagement and empower joy
Canadian Tire Pelletez Au Suivant Case 1

a strategy fueled by data

Our research showed that every Canadian has to shovel their driveway in order to get out of or into their home—but not everyone is well equipped. 

We decided to leverage the driveways of homes across the country as a still-untapped media channel. 

The idea was to give them a shovel to give to the next person, as a way of fostering a sense of community.

an execution driven by creativity

Surprise 200 Canadians with a freshly cleared entrance to start their day, and leave the shovel behind. Canadian Tire proved that Canadians are endearing and inclined to give the next.

However, even the best ideas need a well thought out media plan to spark the viral flame. Since the campaign aimed to share generated content, we needed a social media plan to spread our message throughout Canada.

As the movement progressed from one driveway to the next, the campaign grew exponentially on social media platforms. As the first Canadian advertiser to promote video content in story format on Instagram, #ShovelItForward has become one of the most successful Instagram campaigns in the world!

results that go beyond the objectives

point lift in recall

on Instagram

campaign’s Facebook
engagement rate

video views

on social media

mission accomplished!

Michael Medline

Michael Medline


“We owned the seasonal business, helping drive the Canadian Tire banner to its best comparable store sales result in a decade.”