Bring it Home Edmonton

//  06.11.24


Boston Pizza Turns Billboards into Scoreboards and Trades Red for Orange in Support of Canada’s Last Remaining Team

With Edmonton being the only Canadian team left in the playoffs, Boston Pizza is showing its support by changing its brand colours from blue and red to orange and blue across social, web, TV, print, and on OOH billboards that read, “Orange is the New Red, Bring it Home Edmonton.”

To ensure the whole country knows the score when it comes to ending Canada’s 30-year Cup drought, BP has also transformed billboards in cities across Canada into real-time scoreboards. The billboards work to dynamically update the score during each game with real time updates on how Canada’s final team is faring in the final round.

While the idea of supporting another team has been divisive for some hockey fans, many Canadians have joined in to support the nation’s final contender in the playoffs. One recent poll from Angus Reid found that two thirds of Canadians are willing to get behind the only remaining Canadian team.

“Since the beginning of the playoffs, we’ve been encouraging Canadians to support all our teams in hopes of bringing home the Cup for the first time in over 30 years,” said James Kawalecki, Vice President of Marketing at Boston Pizza International. “Edmonton is ‘Canada’s hope’ and we’ve come this far and have only one round to go, so again, we’re calling for everyone to cheer on Edmonton. If you can’t watch a game at BP, you can see the score on one of our real-time score billboards.”

The initiative is part BP’s ongoing “Team Up for the Win” campaign, created in partnership with its agency of record, Camp Jefferson. The campaign encourages Canadians to set aside their regular season allegiance to their favourite team and support all Canada’s teams competing in hopes of bringing the Cup back to Canada for the first time since 1993.

Previous initiatives in the campaign have included a national TV campaign, reactive OOH, contextual social, digital, and OOH, and PR initiatives like a Rage Room when Toronto was eliminated in round one.





Campaign Title: Team Up For The Win
Client: Boston Pizza
SVP Marketing & Communications: Peter Blackwell
Vice President, Marketing: James Kawalecki
Director of Marketing: Niels van Oyen
Marketing Manager, On-Premise: Sean Megna
Associate Marketing Manager, On-Premise: Taylor Campbell

Agency: Camp Jefferson
EVP, Managing Partner: Peter Bolt
SVP, General Manager: Edith Rosa
SVP, Director of Creative: Julie Nikolic
SVP, Director of Strategy: Ian Barr
Creative Director: Mike Blackmore
Creative Director: Chris Obergfell
Strategy Director: Joseph Elkouby
Integrated Production Director: Lily Tran
Account Director: Heather Mirynech
Associate Creative Director: Robyn Crummey
Associate Creative Director: Ashley Babcock
Associate Creative Director: Brendhan McCarthy
Account Supervisor: Kristina Figueira
Account Executive: Sierra Haddleton

Production Company: Undivided
Director: Nikki Ormerod
Director of Photography: Zachary Koski
Executive Producer: Scott Houghton
Photographer: Nikki Ormerod
Producer: Christa Lindsay

Editorial Company: Saints Editorial
Editor: Mark Paiva
Executive Producer: Emily McKay
Assistant Editor: Nick Coleman, Jadon Williams

Audio: Ta2 Sound & Music
Voice & Music Director: Drew Frohmann
Executive Producer: Dana Gadsden, Drew Thomas
Engineer: Andrew Fumerton

Online / VFX: Darling VFX & Colour
Colourist: Patrick Samaniego
Colour Assistant: Eric Kingsbury
Flame Artist: Paul Binney
VFX Assistant: Alyssa Schmidt, Michael Pitruzzella
Executive Producer: Kristen Van Fleet, Morgan Campbell

PR: Heads & Tales
Media Agency: UM