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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.   




Advertiser: Canadian Tire

Creative Agency

Social Media Copywriter: Jason Soy

Social Creative: Lucyed Hernandez (Art director)

Planning Director: Taylor Smith/ Mike Coulson

Group Creative Directors: Anthony Atkinson GCD: Paul Giannetta

Group Account Director: Gail Dhruv

Executive Producer: Franca Piacente, (Producer)

Creative Agency: Leo Burnett Toronto

Copywriter: Graeme Campbell

CEO: Judy John

Art Director: Logan Gabel

Account Supervisor: Kim Lazer

Account Executive: Dorota Wierzbicki

Music and Sound

Producer: Guy Amitai

Audio Post Production: Pivot


Producer: Melissa Kahn

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

Edit Company: Rooster Post Production

Post Production / VFX

Finish: A52 LA

Colourist: Tom Poole

Colour Company : Company 3

Production Company

Production Company: Soft Citizen

Line Producer: Eva Preger, Link York, Rob Burns

Executive Producer: Eva Preger, Link York, Rob Burns

DOP: Adam Arkapaw

Director: Mark Molloy

2nd AD: Zach Lowry