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.
