Back in the Game

Branded Content - Series

2015

TBWAToronto
t: 416-260-6600
e: dianne.knapik@tbwa-toronto.com

Company: TBWAToronto Executive Creative Direction: Allen Oke Creative Direction: Rodger Eyre, Gerald Kugler Art Direction: Guilherme Bermejo Copywriting: Nick Doerr Designer: Alex Nardi Illustration: Murilo Maciel Brand Director: Calvin Daniels Account Director: Rimi Singh Account Supervisor: Leah Wilson Account Executive: Lisa Smith, Joshua Medeiros Editor: David Quach, Tyler Erdelac Agency Producer: Nadya MacNeil, Lauren Sloan, Sophie Bennett, Tamara Heyfron Activation Agency: Mark Harrison Client: Steve Rhind

Budget cuts have taken their toll on physical education causing high schools – often in underprivileged communities – to lose their football teams. This season, Nissan gave 21 high schools their football teams back. Documentary films crews chronicled the season with a web series. The series got the attention of TSN. They aired the 30-minute documentary during Grey Cup weekend. The campaign earned over 100 million impressions and got 842 kids playing football again.