At Boston Pizza, the only thing not Canadian is the name. But, for the first 60 years, many Canucks were unaware of their Truth North roots. So, for the next 60, let's show them how deeply rooted our Canadian heritage is by embedding Canadian iconography into the nation's best casual dining establishment's daily practices.
And let's do it Eh-xtra!
Let's be so Canadian that we pour our beer straight from maple taps, cut our pizza with hockey skates and give our employees a Canadian Tuxedo makeover.
That Canadian.
My Role: Copywriter & Strategist
(National Advertising Challenge Brief - Spring 2023)
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HOW IT WORKS:
We envision 60x More Canadian working as a 360 campaign: our TV spots would take the OOH to the next level and have Canadian celebrities play out these Boston Pizza "Canadian" best practices. For example, Wayne Gretzky using his "Great One" skates as a pizza cutter. For a stunt, we would open a pop-up location where customers can try out the beer maple taps for themselves and be greeted by our Canadian Tuxedo staff. On social, we would collaborate with Influencers to share their experience at the BP pop-up. For radio, we recruit iconic Canadian voices to explain the 60x More Canadian employee manual.
Award Board Submission
Creative Partner: Frank Neufeld