Canadian Tire
Shovel It Forward
The act of shovelling a neighbour’s driveway is as Canadian as winter itself. This brand-building campaign for Canadian Tire—which actually started as a small social brief—showed that a lot of neighbourly love can start with this simple gesture. It created the highest lift ever in winter sales for the brand and was the top-performing awareness campaign on Instagram at the time (a pretty big deal in 2015)!
We created custom #ShovelItForward shovels and Canadian Tire employees in 6 towns across Canada kicked off the campaign by shovelling driveways in their communities. The shovel was left for the next person to pass it on.
Then, everything was tracked on our website. The shovel’s message of kindness spread across the entire country.
To accompany the rest of the campaign, we created a film to show that winter can feel a little bit warmer when you spread kindness to others. (It was also the first time we got to use a drone on set which was one of the highlights of the day.)
