Creative Campaign, Design & Visual Identity, Social Strategy
Americans don’t typically pay much attention to Canadians. But by sharing a border with the most powerful nation in the world, our country is almost always impacted by what happens south of the border. At no time was that more true than during the contentious 2016 U.S. Presidential Election. It was shaping up to be a true race to the bottom and there was nothing Canadians could do but sit back and watch with the rest of the world.
With so much doom and gloom on the campaign trail, we saw a real opportunity to cut through the negativity. As the closest friend and neighbour to the U.S. we thought we might shift the conversation in a positive direction by creating a video – a love letter of sorts - reminding them of all the reasons America is pretty great. Enter The Garden's own initiative: #TellAmericaItsGreat.
We launched our video and almost immediately the Internet took over. Within 24 hours, we had the #1 trending hashtag globally with people sharing everything from their appreciation of the smallpox vaccine to their love for deep-fried Oreos. In response to the outpouring of good feelings, a grateful American launched #TellCanadaThankyou, which became its own trending hashtag. When all was said and done, our campaign generated 2 million social media posts and thanks to coverage from the likes of The New York Times, Al Jazeera, BBC, NPR, The View and even Jimmy Kimmel, Tell America It’s Great earned over 16 billion impressions. It was dubbed the most influential social campaign of the 2016 Election and has since been inducted into the archives of the U.S. Library of Congress.
Unfortunately, it didn't stop you-know-who from being elected.