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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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Production Company

2nd AD: Zach Lowry

Director: Mark Molloy

DOP: Adam Arkapaw

Executive Producer: Eva Preger, Link York, Rob Burns

Production Company: Soft Citizen

Line Producer: Eva Preger, Link York, Rob Burns

Post Production / VFX

Colourist: Tom Poole

Finish: A52 LA

Creative Agency

Account Executive: Dorota Wierzbicki

Account Supervisor: Kim Lazer

Art Director: Logan Gabel

CEO: Judy John

Copywriter: Graeme Campbell

Creative Agency: Leo Burnett Toronto

Executive Producer: Franca Piacente, (Producer)

Group Account Directors: Gail Dhruv

Group Creative Directors: Anthony Atkinson GCD

Planning Director: Taylor Smith/ Mike Coulson

Social Creative: Lucyed Hernandez (Art director)

Social Media Copywriter: Jason Soy


Audio Post Production: Pivot

Producer: Guy Amitai


Edit Company: Rooster Post Production

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

Producer: Melissa Kahn


Advertiser: Canadian Tire

Category: Retail Stores , Retail and Restaurants

Genre: Action , In-camera effects , People