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Company: SapientRazorfish Executive Creative Director: Michael Howatson Creative Director: Chad Borlase Copywriter: Frank Megna, Michael Appleby Art Director: Fabio Siqueira, Ihar Turtsou Director: Max Sherman Producer: Ian Webb Executive Producer: Harland Weiss Strategist: Lauren Thomson Account Manager: Carlos Game Account Coordinator: Stephen Medhurst Production Company: OPC Sound Designer: BoomBox Sound Visual Effects: Fort York Editing Company: Saints Editorial Post Production: Alter Ego

Canada Basketball is a not-for-profit, National Sporting Organization, struggling to establish itself as a recognizable brand in our country. In order to get Canadian basketball fans to unite in support of a sport that we invented, we created a PSA that turned a Canadian stereotype on its head – apologizing. We reached thousands of people across Canada via social media and TV and showed Canadians how to OWN a sport that’s always been ours.