Canadian Tire - "Shovel it Forward "

Tribal Toronto

Tribal Toronto Toronto, Canada

15625

Marque: Canadian Tire
Pays: Canada

Annonceur: Canadian Tire Corp

Titre	Shovel it Forward
Agence	Tribal Toronto
Campagne	Shovel It Forward
Annonceur	Canadian Tire Corp
Marque	Canadian Tire
Date de première diffusion/publication	2015 / 2
Secteur d'activité	Pneus, accessoires, huiles, essence, gasoil
Slogan	Shovel It Forward
Synopsis	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.
Philosophie	"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.
Type de média	Télévision
Longueur	58 seconds
Responsable de la création	Cosmo Campbell
Directeur de la création	Joshua Stein
Directeur de création associé	Benjamin Playford
Concepteur / rédacteur	Tracy Wan
Directeur artistique	Amy O’Neill
Producteur, agence	Chris Webden
Directeur Général	Andrew McCartney
Business Unit Director	Kaezad Nallaseth
Directeur de clientèle	Nick Pigott
Chef de groupe	Seth Waterman
Chef de groupe	Monica Bialobrzeski
Stratégie	Dino Demopoulos
Stratégie	Gillian Lanyon
Lead Designer	Earvin Fanfair
Lead Designer	Lily Li
Lead Designer	Norma Penner
Tech Director	Jeff Vermeersch
UX	Daniel Wiseman
Développeur de logiciels	Andrew Kish
Maison de production	Descendants Productions Inc.
Réalisateur	John Cullen
Directeur de la photo	Kiel Milligan
Caméraman	Kris Bonnell
Producteur délégué	Todd Huskisson
Post-Production Company	Panic & Bob Editing
Post-Production Company	SMITH
Monteur	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/Acteurs...	Emma Abray
Talent/Acteurs...	Keith Barker
Talent/Acteurs...	Susan Q. Wilson