Winter in Canada is a challenge of its own, and as Canada's Store for over 90 years, Canadian Tire was no strange to the struggle. With another snowy season looming ahead, they wanted to lend a helping hand to Canadians the Canadian way: by spreading acts of kindness across the country.
We looked to a simple but powerful gesture that rapped into the heart of what it means to be Canadian: shovelling your neighbour's driveway. This came to life in a campaign called Shovel It Forward, which included online film, national and international social engagement, and a real life activation in seven communities across Canada.
But it didn't stop there. We share many people outside the Canadian borders grab their shovels and join the movement. Participants were encouraged to document these acts of kindness using #shovelitforward, which we aggregated into a gallery on our website, for visitors to browse.
See the case study here: http://lookwhatwemade.ca/shovelitforward/
PROJECT ROLE: Brand Manager, Production Coordinator
Client: Canadian Tire
Creative Agency: Tribal / DDB Canada
Account Team: Kaezad Nallaseth, Seth Waterman, Monica Bialobrzeski
Copywriter: Tracy Wan
Art Director: Amy O’Neil
Producer: Elizabeth Fitzpatrick
Media: Touche Media