Where other brands focused on performance messaging, Canadian Tire wanted to continue to focus on the core values that are taught through playing sport. The We All Play for Canada platform remained emphasis on the idea of exclusivity, play and the importance of communities rallying together. The campaign aimed at showing that in Canada, we all play for something far greater than ourselves. We play for WE rather than ME. The idea was rooted in that everyone has equal opportunity to reach the finish line no matter who they are or where we come from. When we all play for more, we all play for Canada

As we travelled coast to coast the Golden Stick was tapped 57,406 times by thousands across Canada.

33 million earned impressions from over 50 media outlets.

Facebook posts peaked at 48% engagement rate vs. 20% benchmark.

42% of people were more likely to consider shopping Canadian Tire.

Connections strategy created so much love for the brand, that it drove the top brand driver (Net Promoter Score) of people’s willingness to recommend the brand up +9%