Peace Collective produces patriotic elbow patch
Peace Collective has placed its patriotic heart on its sleeve – literally.
In the run up to Canada Day, the Toronto-based clothing brand launched a campaign created by Lifelong Crush to promote wearable “Elbows Up” patches. Mike Myers recently popularized the decades-old hockey expression as a pro-Canadian motto on Saturday Night Live.
Rolled out amid continuing trade tensions between Canada and the U.S., the campaign is led by three videos portraying everyday scenarios in which Canadians instinctively throw up their elbows in defence.
The idea was pitched to Peace Collective after the elbow-patch idea emerged from a brainstorming session at Lifelong Crush.
Frank Megna, associated creative director at Lifelong Crush, tells strategy that the “Elbows Up” patch is meant to show that, while Canadians may be polite, they refuse to bullied.
“Canadians kind of make light of things. You know, this is still a serious topic, but we’re not enraged, let’s say,” Megna says.
The “Elbows Up” patches are available at Peace Collective retail locations at Union Station and the Distillery District in Toronto and on the company’s website. Peace Collective’s products are manufactured in Mississauga.
“With national pride at an all-time high, we felt this was the perfect moment to introduce a new kind of symbol – one that Canadians can wear,” said Yanal Dhailieh, Peace Collective’s founder.
Molson, Roots launch a perfect fit for July 1
Molson and Roots are collaborating for an uber-Canadian can and koozie for Canada Day.
The “Canadianest” Canadian can by Molson, an all red and white special-edition design that features Roots’ iconic beaver logo, will be available at Canada Day sampling events as part of and LTO launch alongside a “Beer Sweats” koozie designed out of Roots sweatsuit material.
Consumers who share the most Canadian thing they’ve ever done on the Molson Two Canadian Originals microsite will have a chance to win Beer Sweat koozies.
Molson has dubbed the offer as the a perfect accessory for Roots summer outfits as Canadians celebrate July 1. Molson partnered with creative agency Rethink on the project.
Paint maker Dulux shows its true colours
Dulux is inviting consumers to rename the colour of the Canadian flag, with help from AOR Church+State.
The paint brand has set up a poll with a selection of name options, such as Rouge toque, a goal-light red autumn maple, to choose from at its Canada Red microsite.
Once the top name has been chosen, Dulux plans to organize a petition for submission to the Prime Minister at change.org.
Voting is open through until July 19.
Dulux is know to touch on patriotism. The paint brand recently renamed “Starless Sky,” one of its most popular colours, to “Let’s Pucking Go” in a nod to the national pastime and Canada’s showdown with the U.S. at the 4 Nations Face-Off in February.
Catelli rolls out Maple Leaf pasta
To mark its 158th anniversary, Catelli is launching a limited-edition Maple Leaf Pasta – now available nationally for the first time.
Crafted in Montreal using 100% Prairie wheat, the LTO is supported by a fully integrated campaign – PR, influencer and social – designed to drive awareness and urgency.
A national retail rollout at major grocers (available until July 1, while supplies last) also included a mass sampling event at Toronto’s Union Station.
Catelli also partnered with Porter Airlines on cross-country contest offering a family getaway.
Furniture brand Cozey activates for Moving Day
July 1 is Canada Day, but it’s also Moving Day in Quebec.
Montreal-founded furniture brand Cozey has decided to hit the road. As part of a new and limited-time brand activation, Cozey, known for its modular sofas and speedy delivery, has commissioned a branded car to travel around Montreal with old sofa strapped to its roof.
The “Cozey car,” is meant to remind Montrealers that moving doesn’t have to be hard or a headache thanks to mover friendly and adaptable designs.
The brand also launched an Instagram contest from June 26 to July 5 to to win a free Cozey sofa. Those who spot the Cozey car in Montreal and snap a photo or video with the hashtag #choisiscozey will be entered for a chance to win.
– by Christopher Lombardo and Laurie Wilson
