Day to Shine
Through our partnership, last season, Dairy Farmers of Ontario and the Toronto Raptors revitalized a community basketball court. Working with a neighbourhood youth advisory committee, we aimed to make the space fun, safe and a place for them to enjoy. In year 2, we retuned to the court at Woolner Park and activated the “Day to Shine”, celebrating youth, basketball and dairy consumption. Gen Z was at the centre of the day, with all programming built for/around this priority target.
THE PROBLEM
As part of larger social/cultural trends, DFO were noticing that Gen Z was drifting away from the traditional adoption of milk into daily routines.
THE ASK
Leverage our space, the Choose to Shine court, and activate a day for Gen Z to choose milk, by igniting shared values and experiences built around basketball and culture.
CREATIVE INSIGHT
Like the court itself, we knew we needed to make the day all about Gen Z. From the dairy consumption items, to the influencer integration, we approached everything through the lens of: “is this something kids would want?”
THE IDEA
On June 3rd, the Day to Shine took place on the DFO court at Woolner Park which started off with a cereal bar, followed with a Raptors kid’s clinic, a pizza lunch, and finished off with a dunk contest featuring professional dunkers, Sherman and Jordan. Along with the on-court programming, DFO donated 25k to 2 local organization in the area to promote development through basketball.
The
Results
THE Results
Lorem ipsum dolor sit amet consectetur. Et sit congue purus varius. Gravida eget urna nunc amet mus. Quam tincidunt vitae elementum a sapien a urna. Porta amet lobortis vulputate eget in at turpis molestie etiam. Pellentesque ornare quisque eget scelerisque in iaculis sit eu. Cum sem quam enim commodo.
This is the power
of partnerships
