Canadian Tire - "Shovel it Forward "

Tribal Toronto

Tribal Toronto Toronto, Canadá

15629

Marca: Canadian Tire
País: Canadá

Anunciante: Canadian Tire Corp

Título	Shovel it Forward
Agencia	Tribal Toronto
Campaña	Shovel It Forward
Anunciante	Canadian Tire Corp
Marca	Canadian Tire
Fecha de primera difusión/publicación	2015 / 2
Sector Empresarial	Neumáticos, accesorios, aceite, gasóleo, gasolina
Lema	Shovel It Forward
Sinopsis	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.
Filosofía	"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.
Medio	Televisión
Duración	58 seconds
Responsable de la creación	Cosmo Campbell
Director ejecutivo de creación	Joshua Stein
Director creativo adjunto	Benjamin Playford
Responsable de conceptos / redactor	Tracy Wan
Director artístico	Amy O’Neill
Productor de la agencia	Chris Webden
Managing Director	Andrew McCartney
Business Unit Director	Kaezad Nallaseth
Director de cuentas	Nick Pigott
Jefe de cuentas	Seth Waterman
Ejecutivo de cuentas	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
Desarrollador de programas	Andrew Kish
Productora	Descendants Productions Inc.
Realizador	John Cullen
Director de fotografía	Kiel Milligan
Cámara (persona)	Kris Bonnell
Productor delegado	Todd Huskisson
Post-Production Company	Panic & Bob Editing
Post-Production Company	SMITH
Montador	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
Talento	Emma Abray
Talento	Keith Barker
Talento	Susan Q. Wilson