Creative Campaign, Content Production, Package Design, Social Strategy, Content Strategy, Retail & Sales Materials
Roots was under pressure to deliver a memorable celebration for Canada’s 150th. Not only had Canadians ranked Roots as one of the brands they expected to do “the best job” celebrating the anniversary, but there was also a corporate desire to boost sales and reputation of the Roots brand in anticipation of their upcoming IPO. With time running out, Roots needed a big idea with the potential to not only drive sales but galvanize all Canadians.
All around the world, Canada is known as the “nice” country. Everyone thinks we’re polite, friendly people - the kind who say sorry when strangers bump into us. But we know that being nice is about so much more. That's why we flipped this ubiquitous stereotype on its head and redefined what it means to truly “be nice” in our world today.
The nice campaign became one of the brand's most iconic in years, generating over 20M earned media impressions and achieving 96% positive sentiment online. Not only recognized as one of the most authentic and loved Canada 150 campaigns, later that year Roots' CEO reported to analysts that they "benefited from a significant retail traffic and sales lift related to the celebration of Canada’s 150th birthday in 2017".