Titolo | Shovel it Forward |
Agenzia | Tribal Toronto |
Campagna | Shovel It Forward |
Cliente | Canadian Tire Corp |
Marca | Canadian Tire |
Data di Prima Diffusione/Publicazione | 2015 / 2 |
Settore | Tires, Accessories, Oil, Petrol, Gasoline |
Slogan | Shovel It Forward |
Trama | Nothing defines Canadian identity more than winter. The harshness of winter brings out the best in people, and unifies the nation because Canadians don’t survive winter alone – they thrive in it together. This week, Canadian Tire in partnership with Tribal Worldwide – Toronto launched Shovel It Forward, a new social campaign driven by Canadian kindness that encourages and arms Canadians to shovel a neighbour’s snow. Following a series of snowfalls that took place across the country this past week, Canadians in eight communities were surprised with a clear driveway and an iconic shovel left on their doorstep, engraved with instructions to pass it on by shovelling snow for someone else. Participants are also encouraged to visit ShovelItForward.ca where they can watch the campaign video, retrace where the shovels have been placed across Canada, read stories about neighbourly kindness, and see photos and sentiments that have been shared on social via #SHOVELITFORWARD. |
Filosofia | "This program is rooted in the age-old practice of shovelling a neighbour’s driveway or sidewalk, simply because it’s the Canadian thing to do,” says Joshua Stein, executive creative director, Tribal Worldwide – Toronto. “No brand understands life in Canada better than Canadian Tire. Shovel It Forward is a great way for us to demonstrate this.” Shovel It Forward launched on February 5, 2015 with activations in Boucherville, QC; North Bay, ON; Corner Brook, NL; Leduc, AB; Yorkton, SK; Winnipeg St. Boniface, MB; Antigonish, NS and Fernie, BC. For the next four weeks, promoted video and photos will appear on Facebook and Twitter to amplify Shovel It Forward stories and drive to ShovelItForward.ca. As a sign of solidarity and with hopes of growing the Shovel It Forward movement, Canadian Tire is also sending 20 of its branded shovels to the Greenfield, Wisconsin Fire Department, which recently responded to a cardiac call from an elderly man while shovelling his driveway. After taking the elderly man to the hospital, the fire fighters returned to the man’s home to finish the job. |
Tipo di Media | Televisione |
Lunghezza | |
Chief Creative Officer | Cosmo Campbell |
Executive Creative Director | Joshua Stein |
Associate Creative Director | Benjamin Playford |
Copywriter | Tracy Wan |
Art Director | Amy O’Neill |
Agency Producer | Chris Webden |
Managing Director | Andrew McCartney |
Business Unit Director | Kaezad Nallaseth |
Account Director | Nick Pigott |
Account Supervisor | Seth Waterman |
Account Executive | Monica Bialobrzeski |
Strategist | Dino Demopoulos |
Strategist | Gillian Lanyon |
Lead Designer | Earvin Fanfair |
Lead Designer | Lily Li |
Lead Designer | Norma Penner |
Tech Director | Jeff Vermeersch |
UX | Daniel Wiseman |
Application Developer | Andrew Kish |
Casa di Produzione | Descendants Productions Inc. |
Director | John Cullen |
Direttore della fotografia | Kiel Milligan |
Cameraman | Kris Bonnell |
Line Producer | Todd Huskisson |
Post-Production Company | Panic & Bob Editing |
Post-Production Company | SMITH |
Editor | Michelle Czukar |
Online Editor | James Andrews |
Colourist | Roslyn Di Sisto |
Audio House | Grayson Mathews |
Audio House Producer | Kelly McCluskey |
Audio House Engineer | Annelise Noronha |
Audio House Director | David Sorbara |
Casting Director | Jigsaw Casting |
Talent | Emma Abray |
Talent | Keith Barker |
Talent | Susan Q. Wilson |