The Golden Stick.

Canadian Tire wanted to put its “We All Play for Canada” campaign in the literal hands of Canadians with the launching of an experiential activation featuring -The Golden Stick - a gold hockey stick that travelled from coast-to-coast giving Canadians a chance to 'tap' the stick to symbolize their support. Equipped with a digital counter designed to tally the number of taps and a GPS to track it’s location the stick crossed the country, ultimately arriving at Canada Olympic House in Korea,

The effort garnered over 22 million earned media impressions, and recorded more than 57,000 “taps” from Canadians.