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Canadian Tire breaks Team Photo campaign

Canadian Tire has begun an Olympic-themed campaign called the "Toews Team Photo Project." The initiative, developed by Cleansheet Communications of Toronto, makes use of a photograph of hockey player Jonathan Toews surrounded by 300 people who helped him achieve success in the sport. The participants include his parents, coaches, carpoolers, teachers, rink staff, fans, fundraisers and others, arranged in the shape of a maple leaf. The photograph appears in three television commercials, as well as digital, print, outdoor and transit advertising, in-store materials and flyers. 

The campaign also includes a website at <> at which visitors can click on an interactive version of the photograph to see information about the people pictured. The site also encourages visitors to contribute their own stories about contributing to someone else's enjoyment of sports. The online component is supported by social media activities on Facebook, Twitter and YouTube.

"There has always been the classic definition of a team photo, that being the players and the coaches," said Neil McOstrich, creative director at Cleansheet. "What we were trying to accomplish was the real team photo, the one that includes the people in the community who helped get the athlete where he is today. Every athlete in the world has one, this one is unique to Jonathan Toews."

The effort is part of Canadian Tire's larger "We All Play for Canada" campaign, also developed by Cleansheet Communications, which broke late last year.

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