Jeff Vermeersch
Creative Director at MullenLowe U.S.
Toronto, Canada
TitleShovel it Forward
Agency
Campaign Shovel It Forward
Advertiser Canadian Tire Corp
Brand Canadian Tire
Date of First Broadcast/Publication 2015 / 2
Business Sector Tires, Accessories, Oil, Petrol, Gasoline
Tagline Shovel It Forward
Story 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. 
Philosophy "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.
Media Type Television
Length
Chief Creative Officer
Executive Creative Director
Associate Creative Director
Copywriter
Art Director
Agency Producer
Managing Director
Business Unit Director
Account Director
Account Supervisor
Account Executive
Strategist
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Lead Designer
Lead Designer
Lead Designer
Tech Director
UX
Application Developer
Production Company Descendants Productions Inc.
Director
Director of Photography (DOP)
Cameraman
Line Producer
Post-Production Company
Post-Production Company
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Online Editor
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Audio House
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