Canadian Tire begins Believe in Her campaign
By Derek Winkler
Canadian Tire has begun a new campaign timed to coincide with the 2024 Paris Olympics. Called “Believe in Her,” the campaign focuses on women’s athletics. It includes a television commercial and online video depicting an infant and describing the support that will help her participate in sports. This is being accompanied by digital and social media advertising, media relations and influencer activities. The campaign also includes media integrations with CBC, TikTok and The Gist tied to coverage of the games and the personal stories of participating athletes. The initiative was developed by Leo Burnett, with media work by Touché and public relations and influencer support from Veritas.
“We built our spot around a baby with a world of sport potential, who is revealed to be a girl and maybe a future gold medalist,” said Andrew Hart, creative director at Leo Burnett. “It’s a rare opportunity to help Canadian Tire build upon a movement as powerful as supporting women in sport. We are so excited for this work to widen eyes and encourage girls to pursue their sports dreams.”