We All Play for Canada

Over 30 Seconds - Series


Leo Burnett, Toronto

Company: Leo Burnett Chief Creative Officer: Judy John Group Creative Directors: Anthony Atkinson, Paul Giannetta Art Directors: Logan Gabel, Lucyed Hernandez Copywriters: Graeme Campbell, Jason Soy SVP, Executive Producer: Franca Piacente Group Account Director: Gail Dhruv Account Supervisor: Kim Lazer Account Executive: Dorota Wierzbicki Chief Strategy Officer: Brent Nelsen Senior Strategic Planners: Taylor Smith, Mike Coulson Casting: Jigsaw Casting, Sean Milliken Casting Production Company: Soft Citizen Executive Producers: Link York, Eva Preger, Rob Burns Director: Mark Malloy Director of Photography: Adam Arkapaw Line Producer: Ed Callaghan Second Unit DP: Zach Lowry Editing Company: Rooster Post-Production Editor: Michelle Czukar, Marc Langley Assistant Editors: Mikaela Bodin, Nick Greaves Producers: Melissa Kahn, Guy Amitai Special Effects: A52 Los Angeles Music/Sound: Pivot Los Angeles Media Agency: Touché PR Agency: Hype PR Client: Canadian Tire

Winning Entry: vimeo.com/287444296/956f89b61d

As part of its Olympic efforts, Canadian Tire released an advertising campaign that focuses on the importance of community support behind Canadian athletes. \'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 demonstrates the support of all Canadians coming together for one common purpose.