The idea that went around the world.
The Problem to Solve
Americans don’t typically pay much attention to Canadians. But sharing a border with the most powerful nation in the world means that Canada is almost always impacted by what happens south of the border. At no time was that truer than during the contentious 2016 U.S. Presidential Election. It was shaping up to be a true race to the bottom and it felt like there was nothing Canadians could do but sit back and watch with the rest of the world. With so much doom and gloom on the campaign trail, we wondered if there was any opportunity to cut through the negativity.
As the closest friend and neighbour to the U.S. we thought we might shift the conversation in a positive direction by creating a video – a love letter of sorts - reminding them of all the reasons America is pretty great. Enter The Garden's own initiative: #TellAmericaItsGreat. Within 24 hours, we were the #1 trending hashtag globally with people sharing everything from their appreciation of the smallpox vaccine to their love for deep-fried Oreos. When all was said and done, this digital campaign generated two million social media posts, coverage from outlets as widespread as The New York Times, Al Jazeera, BBC, NPR, The View and even a segment on Jimmy Kimmel. Ultimately, our work was inducted into the permanent digital archives of The Library of Congress.