Full Court Press

Raptors

Awareness

CSR

Consideration

Broadcast/TVC

In-Venue Activation

OLV

Signage

Through the 'Full Court Press' initiative, we aimed to educate fans about Maple Leafs Foods' carbon-neutral footprint and the significance of taking action to protect our climate. Throughout the season, each block on the court by one of our Toronto Raptors players resulted in the planting of a new tree. Our objective was to plant a tree for every seat in our arena and engage fans in this endeavor. We utilized promotional videos to inform fans about the pivotal role of defense in combating climate change and encouraged them to participate in a digital game called 'Guard The Globe,' where each gameplay contributed to planting more trees throughout the season.

THE PROBLEM

Despite Maple Leaf Foods becoming one of the first major food companies worldwide to achieve carbon neutrality in 2022, fans remained unaware of this significant achievement and its profound impact.

THE ASK

Enhance engagement among sports fans in Canada regarding climate preservation and concurrently boost favorability towards Maple Leaf Foods and its carbon-neutral initiatives.

CREATIVE INSIGHT

Defense in basketball and climate preservation have many parallels. Both the Raptors and Maple Leaf Foods were crafting defensive strategies for the future.

THE IDEA

Full Court Press. We devised a campaign that transformed climate change into an engaging and interactive experience, actively involving fans in every phase of the journey. Blocks made by our team on the court and online games played by our fans collectively contributed to the planting of thousands of trees.