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Canadian Tire's Touching Olympic Campaign 'We All Play for Canada' Stars NHL Legend Wayne Gretzky

Heartening campaign by Leo Burnett Toronto and directed bySoft Citizen’s, Mark Molloy, the spot was shot by DP Adam Arkapa

 Canadian Tire's Touching Olympic Campaign 'We All Play for Canada' Stars NHL Legend Wayne Gretzky

Canadian Tire’s “We All Play for Canada” Olympic campaign launched in OOH, broadcast and online January 19, 2018, shot by DP Adam Arkapaw. 
In collaboration with Leo Burnett Toronto, Soft Citizen’s Mark Molloy, a director best known for his award winning Nissan “Shoulder of Giants,” garned just about every industry award possible. In this campaign, Molloy brought the three film campaign to life with an inclusive, value based underlying message of unity and play. 

“First Skate” tells the touching story of a father fashioning a sledge for his paraplegic son, in “Curl for Glory” we see a community pitch in to bring an underdog to victory. In the anthemic “Tap,” Canadian Tire partner athletes, Wayne Gretzky, Hayley Wickenhesier, Jonathan Toews, Connor McDavid and Rick Hansen root on Canada and its athletes, along with the rest of the country. 

With nearly 500k combined views on Youtube to date, counts are still climbing.   



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Advertiser: Canadian Tire

Creative Agency

Creative Agency: Leo Burnett Toronto

Copywriter: Graeme Campbell

Art Director: Logan Gabel

Group Account Director: Gail Dhruv

CEO: Judy John

Executive Producer: Franca Piacente, (Producer)

Account Executive: Dorota Wierzbicki

Social Media Copywriter: Jason Soy

Account Supervisor: Kim Lazer

Social Creative: Lucyed Hernandez (Art director)

Planning Director: Taylor Smith/ Mike Coulson

Group Creative Directors: Anthony Atkinson GCD: Paul Giannetta

Production Company

Production Company: Soft Citizen

Executive Producer: Eva Preger, Link York, Rob Burns

Director: Mark Molloy

DOP: Adam Arkapaw

Line Producer: Eva Preger, Link York, Rob Burns

2nd AD: Zach Lowry


Edit Company: Rooster Post Production

Editor: Michelle Czukar (Curl For Glory, First Skate), Marc Langley (Tap)

Producer: Melissa Kahn

Post Production / VFX

Colourist: Tom Poole

Finish: A52 LA

Colour Companies: Company 3


Audio Post Production: Pivot

Producer: Guy Amitai

Category: Retail and restaurants , Retail stores

Genre: Action , In-camera effects , People