Canadian Tire - "Shovel it Forward "

Tribal Toronto

Tribal Toronto Toronto, Kanada

15591

Marke: Canadian Tire
Länder: Kanada

Werbende: Canadian Tire Corp

Titel	Shovel it Forward
Agentur	Tribal Toronto
Kampagne	Shovel It Forward
Werbende	Canadian Tire Corp
Marke	Canadian Tire
Datum der ersten Ausstrahlung/Veröffentlichung	2015 / 2
Geschäftsbereich	Reifen, Zubehör, Öl, Benzin
Slogan	Shovel It Forward
Story	Nothing defines Canadian identity more than winter. The harshness of winter brings out the best in people, and unifies the nation because Canadians don’t survive winter alone – they thrive in it together. This week, Canadian Tire in partnership with Tribal Worldwide – Toronto launched Shovel It Forward, a new social campaign driven by Canadian kindness that encourages and arms Canadians to shovel a neighbour’s snow. Following a series of snowfalls that took place across the country this past week, Canadians in eight communities were surprised with a clear driveway and an iconic shovel left on their doorstep, engraved with instructions to pass it on by shovelling snow for someone else. Participants are also encouraged to visit ShovelItForward.ca where they can watch the campaign video, retrace where the shovels have been placed across Canada, read stories about neighbourly kindness, and see photos and sentiments that have been shared on social via #SHOVELITFORWARD.
Philosophie	"This program is rooted in the age-old practice of shovelling a neighbour’s driveway or sidewalk, simply because it’s the Canadian thing to do,” says Joshua Stein, executive creative director, Tribal Worldwide – Toronto. “No brand understands life in Canada better than Canadian Tire. Shovel It Forward is a great way for us to demonstrate this.” Shovel It Forward launched on February 5, 2015 with activations in Boucherville, QC; North Bay, ON; Corner Brook, NL; Leduc, AB; Yorkton, SK; Winnipeg St. Boniface, MB; Antigonish, NS and Fernie, BC. For the next four weeks, promoted video and photos will appear on Facebook and Twitter to amplify Shovel It Forward stories and drive to ShovelItForward.ca. As a sign of solidarity and with hopes of growing the Shovel It Forward movement, Canadian Tire is also sending 20 of its branded shovels to the Greenfield, Wisconsin Fire Department, which recently responded to a cardiac call from an elderly man while shovelling his driveway. After taking the elderly man to the hospital, the fire fighters returned to the man’s home to finish the job.
Medientyp	Fernsehen
Länge	58 seconds
Chief Creative Officer	Cosmo Campbell
Executive Creative Director	Joshua Stein
Stellvertretender Creative Director	Benjamin Playford
Texter	Tracy Wan
Art Director	Amy O’Neill
Agency Producer	Chris Webden
Geschäftsführer	Andrew McCartney
Business Unit Director	Kaezad Nallaseth
Etatdirektor	Nick Pigott
Account Supervisor	Seth Waterman
Account Executive	Monica Bialobrzeski
Strategist	Dino Demopoulos
Strategist	Gillian Lanyon
Lead Designer	Earvin Fanfair
Lead Designer	Lily Li
Lead Designer	Norma Penner
Tech Director	Jeff Vermeersch
UX	Daniel Wiseman
Software Entwickler	Andrew Kish
Produktionsfirma	Descendants Productions Inc.
Regisseur	John Cullen
Direktor Fotografie	Kiel Milligan
Kameramann	Kris Bonnell
Herstellungsleiter	Todd Huskisson
Post-Production Company	Panic & Bob Editing
Post-Production Company	SMITH
Cutter	Michelle Czukar
Online Editor	James Andrews
Colourist	Roslyn Di Sisto
Audio House	Grayson Mathews
Audio House Producer	Kelly McCluskey
Audio House Engineer	Annelise Noronha
Audio House Director	David Sorbara
Casting Director	Jigsaw Casting
Talent	Emma Abray
Talent	Keith Barker
Talent	Susan Q. Wilson