Amid Paris 2024 fever, a harsh reality about children and playtime emerged: Canadian kids are spending more time online than outside. As a long-time partner of the Canadian Olympic Committee (COC), Cadillac Fairview sought to change this with “CF Play Makers,” a program in partnership with Team Canada to “bring back play” and build more play spaces.
CF tapped Publicis Groupe to drive buzz with its team of agencies, who worked together to build a comprehensive, integrated 360-degree campaign. North timed the launch around Paris 2024 excitement, creating rolling-thunder media relations leveraging Olympic athletes as spokespeople.
To emphasize the power of play in a big and buzzy way, North and agency partners set up a giant pop-up slide in the middle of the CF Toronto Eaton Centre, inviting media, influencers and community members to indulge in play time. The results proved that bringing back is a powerful and worthwhile mission.
