PROBLEM
Winter in Canada is a challenge of its own, and as Canada’s Store for over 90 years, Canadian Tire was no stranger to the struggle. With another Polar Vortex looming ahead, they wanted to lend a helping hand to Canadians the Canadian way: by spreading acts of kindness across the country.
SOLUTION
We looked to a simple but powerful gesture that tapped into the heart of what it means to be Canadian: shovelling your neighbour’s driveway. This came to life in a campaign called Shovel It Forward, which included online film, paid and earned social, and a real life activation in seven communities across Canada.
RESULTS
Both local, national and international coverage helped Shovel it Forward grow from a small act of kindness into a hands on movement. The campaign earned over 3 million impressions and was named the top performing campaign on instagram to date.
View the full case study here