The challenge was that the Olympics historically are an exclusive event – a tiny proportion of elite athletes qualify to compete for an even smaller number of medals. This was a problem for our target customer who sees Canadian Tire as an inclusive brand. We needed to find a way in to this most premium sponsorship that out target, and all Canadians, could relate to, so we flipped the tradition on its head: instead of focusing on the abilities that set an exclusive group of Canadians apart, we celebrated the value of inclusiveness that all Canadians share. And as such, turned an exclusive event, into a platform for inclusion.

We demonstrated Canadian values through a story called “Wheels”, a simple story about the cherished Canadian value of inclusion told at a time when the world really needed some kindness and inclusivity itself.

While many adults might look at a child with a disability and see what they can’t do, children are wonderfully capable of seeing things differently.  This gave us the idea of making a film about the power of imagination and inclusiveness.  ‘Wheels’ was about presenting the world as a wonderful place where ingenuity and kindness break down barriers.  This is not a story about basketball.  It is a call to compassion and empathy. Through children, it demonstrates that when the best of us steps up, it is a nation that stands a little taller.

‘Wheels’ took off with not so much as a penny of paid support, achieving over 150 million views and 3.1 million shares in just over 3 weeks, thus becoming one of 2017’s most viral ads to date.

At the time of this entry (May 12), the stats are:

• 164 million views

• 3.45 million shares (2X more than 2017’s top ten Super Bowl

commercials combined)