As a winter nation, Hockey is Canada’s # 1 sport, and Canadian Tire is the go-to store for all things related to active living and hockey. Following the enormous success of Canada at the 2014 Olympics, positive sentiment, pride and patriotism was at an all-time high in the country; not able to compete in a price war against our American rivals, we fanned the flame of patriotism, to win consumers share of heart.
Hockey is a platform where Canada dominates, we used it as a patriotic lever to represent the fight it was leading against giants Target and Walmart. The central idea of the campaign was “Team Photo”. It’s based on the insight that it takes more than athletic ability to excel in sports. It takes the collective efforts and sacrifices of an entire community.
Canadian Tire came together with Jonathan Toews, captain of team Canada and 300 volunteers from his hometown, who had contributed to his illustrious career, demonstrating that by working together we could surmount the opposition and achieve great things.
The team photo
A classic jacket