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Back in the Game

Online Campaign

2015

DiAnne Knapik (TBWA Toronto)

Company: TBWAToronto Executive Creative Direction: Allen Oke Creative Direction: Rodger Eyre, Gerald Kugler Art Direction: Guilherme Bermejo Copywriting: Nick Doerr Design: Alex Nardi Illustration: Murilo Maciel Brand Director: Calvin Daniels Account Director: Rimi Singh Account Supervisor: Leah Wilson Account Executive: Lisa Smith, Joshua Medeiros Agency Producer: Nadya Macneil, Lauren Sloan, Sophie Bennett Activation Agency: TrojanOne, Mark Harris Production Company: Artifact Entertainment Post Production Company: The Vanity Music/Sound: The Eggplant 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.

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