The client’s directive: Own Father’s Day. Not an easy task, given that we had a very limited budget and very low awareness for this new brand. 

 

THE BIG IDEA: #MyWalter 

 

Celebrate Walter Gretzky – the ultimate 'Canadian Dad.’ And here’s the key part: Drive the campaign almost entirely through social media, inviting Canadians to share the love for their own ‘Walters’– which they did in droves. This campaign was done in collboration with our friends at Collective iQ.