Canada’s 150th led to a crowd of competitors tapping into the momentous occasion. Duracell Canada wanted to show that “trust is power” (as per its long-running tag) and opted to stand (er, fly) above competitors by powering the first-ever cross-Canada drone flight, called “Explorer 150.” It wanted people to trust Duracell to fly 11,000km, across 10 provinces, for 41 days. Spark Foundry teamed up with Rogers Media to create and distribute content captured by the drone. The brand’s journey was documented in real-time and then broadcast across Rogers Media TV, digital and mobile platforms. And in all, 505 pieces (more than 10,000 hours) of branded content was created, resulting in three million social engagements, 146 million shares and 22 million earned media impressions.