In collaboration with Leo Burnett Toronto, SMUGGLER@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.