In celebration of Canada’s 150th anniversary, Canadians from coast to coast are redefining what it means to be nice thanks to Roots Canad...
In celebration of Canada’s 150th anniversary, Canadians from coast to coast are redefining what it means to be nice thanks to Roots Canada’s Be Nice campaign. Launched in conjunction with an online video narrated by Canadian actress Kim Cattrall, Roots is turning “nice” on its head by celebrating key moments and people that have helped to define our nation and what it can mean to Be Nice while raising funds for WE’s Indigenous Youth Empowerment Programming. WE is an organization that brings people together and gives them the tools to change the world.
Nice is overcoming obstacles and helping to find solutions to problems at home and abroad. From Canada’s first gay marriage; to Terry Fox’s Marathon of Hope; to Gander, Newfoundland’s response to 9/11; and the welcoming of Syrian refugees, “nice” is quintessentially Canadian. Nice comes from strength. Nice takes guts. Nice is standing your ground when you’re right, acknowledging when you’re wrong and apologizing for your mistakes. Nice is celebrating your accomplishments and how you approach others. Canadians can view the video at www.roots.com/nice.
"'NICE' acknowledges 150 years of extraordinary Canadian historical events that challenged the status quo and brought change nationally and globally. We continue to redefine the word 'NICE' as an active verb," says Cattrall.
From now until the big day on July 1, 2017, the Roots Be Nice campaign will host a series of public-facing events online and in-store that will celebrate the very best of our home and native land. The nice™ Fundraising Program, the Roots Search for Canada’s Nicest Person, the cross-Canada Roots Pop-Up Shop and the nice™ Roots Artspace will all encourage Canadians to Be Nice in different ways.
“Roots has always been inspired by Canada,” says James Connell, VP Ecommerce and Marketing, Roots Canada. “What better way to celebrate 150 years of this wonderful country than to celebrate its people? We hope Canadians will share their inspirational stories, wear and share a nice™ button to raise funds for a great cause, enjoy great Canadian art that is part of our shared cultural heritage and be motivated to Be Nice to create an even nicer Canada for the next 150 years and beyond.”
The niceTM campaign was conceived by Toronto-based creative agency The Garden, who also created the 60-second campaign video in partnership with Roots’ talented internal creative team. The two collaborated over several months to create the 60-second campaign video, uncovering visuals that reflect the meaning of “nice” for Canadians of all generations. Alongside images of Canadian icons such as Terry Fox, the video also features key figures such as Willie O’Ree, a New Brunswick native who became the NHL’s first black player in 1958, and The Honourable Roméo Dallaire, a Canadian general famed for his humanitarian work in Rwanda in the early 1990s.
“As Canadians, we often identify ourselves by the things that we’re not,” says The Garden co-founder Shane Ogilvie. “We wanted to create something that celebrated some of the people and moments that have helped to define who we actually are as a nation.”
The Garden also conceived the Roots Search for Canada’s Nicest Person as well as the niceTM Fundraising Program which was brought to life in collaboration with digital and marketing agency Arcane who handled all social strategy and deployment as well as the Roots’ in-house creative department who also executed many additional aspects of the campaign, including online, in-store signage and out-of-home marketing materials.
Agency: The Garden
Client: Roots Canada
Creative Director: Shane Ogilvie
Design Director: Omar Morson
Art Director: Rosalinda Graziano
Writer: Erin Beaupre
Project Cultivator: Jessica Lax
Strategist: Shari Walczak
Strategist: Zoe Sparrow
Executive Producer: Melanie Lambertsen
Producer: Renee Desousa
Editing: Brett Erina, Saints Editorial
Audio: Chris Tait, Pirate Group