Mosaic Named Canadian AOR for the Buffalo Bills, Launches Playoff Campaign in Toronto
Turning “Post No Bills” into “Go Bills,” Mosaic debuts as Canadian AOR with a Toronto takeover
Mosaic North America has been named Canadian agency of record for the Buffalo Bills. The partnership focuses on growing the team’s fan base in Canada, with Mosaic leading strategy and creative in-market, and deepening the team’s connection with Bills Mafia north of the border.
Mosaic’s debut work for the team is a Toronto-wide playoff activation that transformed familiar “Post No Bills” signage into bold “Go Bills” rally cries across the city. Launched overnight following the end of the regular season, the campaign replaces hoarding walls with large-scale street tags across Toronto — from Queen West and Little Italy to the Distillery District and the West Don Lands — creating a mysterious, highly visible rally cry tied to the Bills’ playoff push.
Each installation features a QR code that drives fans to a dedicated landing page, where they can sign up for Bills Canada communications and enter a playoff contest offering flights, hotel, and game tickets. One winner is selected each weekend for every round the team remains in the postseason, allowing the campaign to evolve in real time alongside the playoff run.
The work taps into a long-standing truth about the franchise: Ontario is already a meaningful part of the Bills’ fan base. On any given game day, Ontarians account for an estimated 20% of attendees at Highmark Stadium. With the NFL encouraging northern teams to expand their fan bases beyond the U.S., Mosaic’s mandate is to build fandom and engagement in Canada by meeting fans where they already show up.
“Our Canadian fans, especially in Southern Ontario, have always shown up for this team,” said Kate Hussmann, Chief Strategy Officer at the Buffalo Bills. “This campaign is about meeting that passion where it already lives, recognizing the role Toronto plays in our fan base, and giving fans a reason to be part of the playoff run in a unique way.”
The campaign rolled out in phases, beginning with a teaser that sparked curiosity across the city, followed by a full reveal inviting fans to participate both on the street and online.
For Mosaic, the campaign serves as both an AOR debut and a signal of the agency’s broader direction, evolving what brand experience can be, focused on building culture-driven work that stands out and creates moments people want to be part of, not just watch.
“The goal with this campaign was to create a kind of love letter to fans, from fans. Something they could feel part of,” said Dan Berzen, Creative Director at Mosaic. “It was designed as a living idea — one that shows up in the streets, on social, and in what fans take home with them. That approach reflects the kind of integrated, culture-led work Mosaic is focused on building.”
To give fans a tangible way to carry the rally beyond the streets, Mosaic partnered with Toronto-based Peace Collective on a limited run of “Billieve” merchandise. Featuring a custom wordmark that blends Bills fandom with Canadian pride through a maple leaf treatment, the design appears both as large-scale murals within the takeover and across apparel.
Mosaic partnered with Peace Collective and the Bills on a limited-edition “Billieve” playoff apparel collection, including a tee and hoodie. The designs, featuring a custom wordmark by Toronto-based artist Paul Glyn-Williams (@sumartist), extend the street campaign into wearable form. Glyn-Williams, known for vibrant, large-scale murals that blend graffiti, digital art, and realism, often celebrates iconic moments in Canadian sports culture, including murals depicting Vince Carter’s legendary dunk and José Bautista’s bat flip.
The work is anchored in the Buffalo Bills’ owned social channels, with hero content and cutdowns running across Instagram, X, and TikTok, supported by a targeted Meta buy focused on Canadian audiences. High-resolution photography and short-form video captured during the overnight takeover fuel social, PR, and influencer outreach, while MLSE-powered digital out-of-home placements extend the campaign into high-traffic locations across Toronto.
If the Bills continue their playoff run, the campaign will remain in market, with additional extensions planned to match each stage of the postseason.
Learn more at: www.billieve.ca
CREDITS:
Title: Buffalo Bills Herding Walls
Client: Buffalo Bills
SVP & Chief Strategy Officer: Kate Hussmann
VP, Marketing: Chris Jenkins
Executive Director, Marketing: Gregg Pastore
Director, Content: Zach Specht
Director, Design: Aaron La Porta
Marketing Manager: Briana Rossi
Influencer & Cause Marketing Manager: Kelsey Sweet
Agency: Mosaic
Senior Vice President, Mosaic Canada: Paul Curtin
VP, Business Development: Caralia Gosling
VP, Client Service: Ashley Petrolo
Senior Account Manager: Jesse Leger
Project Manager – Blair McAndrew
Executive Creative Director, VP Creative: Jef Moore
Creative Director: Dan Berzen
Associate Creative Director: Lily Coyle
Copywriter: Arden Abesamis
Production Designer: Mike Williams
Director, Production: Misha Gallagher
Producer: Chris Provan
Associate Producer: Ben Lippert
Sr. Media Buyer: Dominique Collins
Video Director: Tristan Laughton
Editor: Andrew Hamilton
Sound: James Peck
Graffiti Artist: Paul Glyn-Williams
PR: Victoria Mattacchione
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