Canadian Tire - "Shovel it Forward "

Tribal Toronto

Tribal Toronto Toronto, 加拿大

15605

品牌: Canadian Tire
国家: 加拿大

广告主: Canadian Tire Corp

标题	Shovel it Forward
广告公司	Tribal Toronto
广告战役	Shovel It Forward
广告主	Canadian Tire Corp
品牌	Canadian Tire
首次发布日期	2015 / 2
行业领域	轮胎、配件、机油、汽油、柴油
广告口号	Shovel It Forward
剧情简介	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.
哲学	"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.
媒体类别	电视
长度	58 seconds
首席创意官	Cosmo Campbell
执行创意总监	Joshua Stein
联合创意总监	Benjamin Playford
文案	Tracy Wan
美术指导	Amy O’Neill
广告公司制片	Chris Webden
Managing Director	Andrew McCartney
Business Unit Director	Kaezad Nallaseth
客户总监	Nick Pigott
客户主管	Seth Waterman
客户主管	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
软件开发人员	Andrew Kish
制作公司	Descendants Productions Inc.
导演	John Cullen
摄影指导	Kiel Milligan
摄像师	Kris Bonnell
Line Producer	Todd Huskisson
Post-Production Company	Panic & Bob Editing
Post-Production Company	SMITH
剪辑师	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
Talent/Actors	Emma Abray
Talent/Actors	Keith Barker
Talent/Actors	Susan Q. Wilson