Cannes Lions

Canada Carols

J. WALTER THOMPSON CANADA, Toronto / AIR CANADA / 2016

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Overview

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Credits

Overview

Description

The Air Canada Foundation and beloved hockey star and humanitarian PK Subban joined forces to inspire Canada to come together in song - creating the world's largest Christmas Carol to bring cheer to sick kids spending the holidays in the hospital.

Execution

On December 15th, 2015 PK Subban and The Air Canada Foundation hosted a magical Christmas surprise party for kids who would be spending Christmas at the Montreal Children’s Hospital. During this party PK and the children sang jingle bells together while PK filmed the song on his iPhone. He asked Canadians to join in and upload their versions of Jingle Bells using #CanadaCarols to social media.

This simple nationwide challenge sparked a phenomenal movement that broke the rules and revealed the inherent goodness inside of us and the power of social media to help fuel connection and positivity.

Canadians of all walks of life joined in – new Canadians from Syria, Our Prime Minister Justin Trudeau, rock stars, Newscasters, Twitter, The Weather Network and the Canadian Embassy in D.C. We strung all of our voices together to create the world's largest Christmas Carol.

Outcome

• Dominated holiday social media conversation around the holidays with an inspiring, positive message. Though PK was the face of the campaign, Air Canada received 52% brand attribution.

• 551 unique Jingle Bells videos were uploaded to social media from a total 3,143 submissions (Facebook, Twitter, Instagram) over the 10-day period, with an estimated 17,100 individuals participating.

• Resulted in 198M impressions through 33,000 social campaign mentions, exceeding our main competitor’s activity by 300%.

• Earned coverage from 48 news outlets in Canada, US other parts the world. Despite spending $0 on international media, 14% of engagement came from beyond Canada’s borders.

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