The Roots “Nice” campaign for Canada's 150th birthday took a well known stereotype and redefined what it meant in the eyes of all Canadians.
The 'nice' message was used across multiple touch-points throughout the campaign.
Buttons were created with a 'buy one, give one' purchase incentive and donation to charity.
Some 'nice' Canadians.
On social media, the idea was launched with a custom
influencer seeding kit.
The kit was sent to famous Canadians like Drake, Ryan Reynolds and our very own Prime Minister, Justin Trudeau, encouraging the use of hashtag #benice.
Famous Canadians joined in on the celebration.
And some famous Americans too.
The idea lived on even after Canada 150 celebrations were over.
Specialty buttons were created to support Pride.