We found 300 volunteers who carpooled, coached, and mentored Jonathan throughout his life. Our content strategy featured those volunteers in online documentaries and a full length version in prime time TV.

We synchronized Facebook posts to our TV ads prompting downloads of the song featured in the spot. “We-All-Play-for-Canada” became the most downloaded song in Canada.

To strengthen grassroots positioning, stores engaged their communities, through in-store activities, social assets and the flyer program.

Don Cherry, the iconic hockey broadcaster, wore a team photo jacket on air. Soon, other celebrities joined the movement; “We-All-Play-for-Canada” became the rallying cry of a nation.

Our community rooted strategy paid off, YOY sales grew by $93 million during the quarter of the campaign, leaving our competitors in the dust.

Outperformed brand KPI’s:

• Had meaning to me personally: +100% over Ipsos norms

• Online awareness: 4 x Ipsos Norms

• Ranked #1 for most likely to consider buying

In just FIVE DAYS, we generated 85 million Facebook impressions, in a country of 30 million people.

The #WeAllPlay appeared in over 4 million Twitter feeds.

The documentary attracted over 3.2 million viewers, generating 14 TV rating points.

The “Jacket Stunt” and “Documentary” earned $8.6 million in free media airtime.