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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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New campaign by Canadian Tire Rallies Support for Canada’s Olympians

Leo Burnett Toronto spearheaded creative for these three heartwarming spots rallying fans to come together for Team Canada at the 2018 Winter Olympics.

With the 2018 Winter Olympic Games finally here, Leo Burnett Toronto and Premier National Olympic Partner Canadian Tire collaborated to bring together the team spirit of all Canadians. The brand released a television and digital campaign, which began last month and will air throughout the Games, focused on generating community support for Team Canada.

The first of the three spots, “Tap,” features Canadian Tire partners Wayne Gretzky, Jonathan Toews, Connor McDavid, Hayley Wickenheiser and Rick Hansen. Inspired by the simple tapping of a stick, the traditional sign of respect, admiration and sportsmanship shown by hockey players, the ad shows the support of all Canadians as they come together for one common purpose.

In “First Skate,” Canadian Tire tells the touching story of a father fashioning a sledge for his paraplegic son. Demonstrating that everyone deserves the chance to play regardless of where you come from or who you are, this spot drives home the message that Canadians play for something greater than themselves.

The campaign’s final spot, “Curl for Glory,” features a community that comes together to bring an underdog to victory.

All three spots resonate with a strong message that in Canada, everyone plays for the same team.

In addition, Canadian Tire, in partnership with Leo Burnett Toronto, SMAK and Hype PR will introduce ‘The Golden Stick,’ a custom crafted gold hockey stick that will travel from coast-to-coast to rally support at community events, giving residents an opportunity to ‘tap’ the Stick to symbolize their support. Equipped with an accelerometer designed to count the number of taps received, the Stick will make its way across the country in the hands of Canadians until it makes its way across the world to South Korea.