Home renovation retail chain Rona has begun a new advertising campaign called "A Win For Us." The campaign includes a 90-second commercial depicting Canadians participating in a national relay race in which they pass a screwdriver as a baton. The initiative also makes use of a website at <http://www.awinforus.ca>, print advertising, street promotions and social media activities tied to Rona's sponsorship of the Canadian Olympic team. The print creative uses the tagline, "A win for Canada is a win for all of us," and depicts a work glove holding a Canadian flag. "We are proud of our Canadian heritage, and as a leading Canadian retailer we understand the importance of 'Doing it Right' not only for the economy but also for the diverse population that calls this country home," said Karim Salabi, executive vice-president of marketing at Rona. "We firmly stand behind Canadian cultural institutions, as witnessed through our partnerships with the Canadian team and the Canadian Football League, and we're willing to put in the effort required to do it right in all aspects of our business." The campaign was developed by Sid Lee, with media planning by Carat and public relations by MSL Canada.