Moments of Joy
The Scotties 'Moments of Joy' campaign highlighted the unique stories of Leafs icons Michael Bunting, Curtis Joseph, and Hayley Wickenheiser. Three primary pieces of content effectively built an association between the Scotties brand and the positive emotions that come with being a Toronto Maple Leafs fan. Each personality was surprised by a loved one who helped compile a scrapbook of memories that led to tears of joy. The product was authentically integrated as Leafs personalities used Scotties tissues to wipe happy tears from their eyes. The campaign was showcased on Instagram, Twitter, Facebook, YouTube, and the Leafs app, resonating widely with fans and achieving over 1.8 million total impressions.
THE PROBLEM
Scotties wanted to raise awareness of their partnership with the Toronto Maple Leafs while avoiding any association with the negative emotions that can sometimes come with being a sports fan.
THE ASK
Execute an integrated brand campaign to build awareness of the Scotties 'Moments of Joy’ brand campaign and increase overall partnership awareness.
CREATIVE INSIGHT
Joy in hockey is about more than goals, wins, and cups - it's about enjoying the process and sharing memories with those around you.
THE IDEA
Moments of Joy - Three Leafs personalities walked through a scrapbook of their major life milestones and were surprised by family members, creating an emotional and heartfelt moment brought to life by Scotties Tissues.
The
Results
THE Results
This is the power
of partnerships
