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’ – in a campaign that included a wildly-successful social media component allowing thousands of Canadians to share their own ‘Walters’ with the world.

 

(Note: Campaign ran prior to the passing of Walter Gretzky.)