Case Study
CF and Team Canada ‘Bring Back Play’ for Canadian kids
Content Production & Integrated Storytelling
The Ask
Cadillac Fairview wanted to spotlight the concerning decline in active play among Canadian children and inspire a national shift toward more offline, unstructured play. As a partner of the Canadian Olympic Committee, CF tasked us with building visibility for its new CF Play Makers program and rallying families across Canada behind its mission.
The Approach
Timed to the excitement of Paris 2024, we launched CF Play Makers through a comprehensive, Canada-wide campaign that emphasized the importance of real-world play. Working alongside Publicis Groupe agencies, North led a sustained media strategy featuring Team Canada athletes to lend authority and momentum.
To create a powerful visual anchor, we transformed CF Toronto Eaton Centre into a giant playground and installed a two-level slide that invited media, influencers and the public to reconnect with play. The activation served as a bold demonstration of CF’s commitment to building more play spaces and addressing the rise of screen-first behaviour among Canadian youth.
The Impact
The largescale slide installation generated significant national coverage and community engagement, elevating CF Play Makers as a leading initiative supporting children’s play in Canada. The campaign reignited conversation around the importance of play and positioned Cadillac Fairview as an advocate for healthier, more active childhood experiences.
Placements
Earned Media Impressions
Sponsored Content Impressions
Social Impressions
Total Impressions
