Canadian Tire begins Play Finds a Way campaign
Canadian Tire of Toronto is conducting an advertising campaign called "Play Finds a Way" in support of its Jumpstart charitable program. The charity works to give children the opportunity to play, regardless of their backgrounds or abilities. The campaign includes a 30-second television commercial, accompanied by online videos. The creative focuses on the importance of sports and play to children. The initiative, developed by Taxi, broke on Feb. 19 and is airing during Olympic broadcasts on the CBC as well as on conventional and specialty television channels. Social media activities are also in use.