Sports & Entertainment

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Athletics Canada rebrands to inspire all of its athletes

A new look aims to bring a youthful and edgy feel that a big group of multidisciplinary competitors can feel proud about.

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Canada Games Council wants to spark greatness

A rebrand is meant to inspire more than just the athletes and includes the organization’s first-ever ecommerce play.

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BRP picks Cossette as new global AOR

The agency will support the company’s suite of brands across multiple regions, with a specific focus on the U.S.

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Annie Murphy shows people can still connect over Nintendo

Being locked down doesn’t keep the Schitt’s Creek star from playing games with loved ones, a key message the video game co has been using to reach casual gamers.

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Royal Ontario Museum picks BHLA as masterbrand AOR

In a one-year assignment, the agency has been tasked with promoting the museum as an international attraction.

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How Golf Town sustained a month-long Black Friday

The retailer has shifted its budget to make social and live streaming trigger shopping behaviour, a strategy it is continuing through the rest of the holidays.

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EA celebrates moments that thrill hockey fans

Instead of gameplay, the developer focuses on a brand-first approach to connect its NHL series with both casual and diehard fans.

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TVA’s rebrand is all about understanding Quebec

The broadcaster finds its role in a disrupted media landscape and helps its new streaming service stand out from the global crowd.

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Ottawa Senators add Zulu Alpha Kilo to its lineup

The NHL team hires a new agency to help it build fan excitement as its rebuilding begins to take shape.

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Spin Master grows gaming efforts with Rubik’s

The Canadian toymaker is jumping on the retro toy train, picking up the iconic ’80s puzzle brand.

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TIFF calls on fans to continue film fest rituals

Despite many changes this year, the festival wants to show that it is maintaining its role in culture and the film industry.

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Sherwood wants to add the flare of other sports to hockey

The Canadian Tire brand was stale among young players, so is trying to embody the evolution of the game.

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Lori Davison to join ROM as new CMO

SickKids’ marketing lead will help the museum implement a plan to become one of the world’s foremost cultural institutions.

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Canadian Olympic Committee says ‘it’s time’ to use our strength for recovery

The Tokyo games may be postponed, but the organization still released a campaign to learn how to create more active Team Canada fans.

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Long & McQuade changes the tune on its marketing mix

The music retailer had a huge boost in online podcast and recording equipment sales, but it’s no replacement for in-store business.