Earning Canada’s love.
The Problem to Solve
As an iconic Canadian brand, Roots was under pressure to deliver a memorable celebration for Canada’s 150th. Not only had they been ranked as one of the brands expected to do “the best job” celebrating the anniversary, there was also a corporate desire to boost sales and reputation of the Roots brand in anticipation of their upcoming IPO. With time running out, Roots needed a big idea with the potential to not only drive sales but galvanize all Canadians.
Around the world, Canada is known as the “nice” nation. Everyone thinks we’re polite, friendly people - the kind who say sorry when strangers bump into us. But we know that being nice is about so much more. That being nice takes so much more. That's why The Garden flipped this ubiquitous stereotype on its head and redefined what it means to truly “be nice” in our world today. And, in doing so, created one of Roots' most beloved campaigns in its history.
The team effort required to bring the campaign to life across the entire Canadian footprint of 115 retail stores required an executional plan and tight coordination between The Garden team and various stakeholders across the Roots HQ team including Product (campaign merch), Retail Merchandising (in-store POS), Roots Social Team (online contest), in-house Public Relations (influencer kits), and CSR to coordinate our charitable tie-in with the Youth Indigenous Empowerment Program by WE. Finally, the Garden leveraged Roots' brand connections to bring on Canadian actress Kim Cattrall to provide the voiceover for our spot.