2019 Winner

Fountain Tire

Fanbods

FCB Canada

BronzeBest Use of Content - Best in Consumer Engagement

Local sponsors might not have the deep pockets of multinationals. But they do have something big brands don’t: local pride. Edmonton-based Fountain Tire took its love of the Edmonton Oilers and wore it on its sleeve. Well, actually, it’s chest. To get in front of NHL fans, it broke out the body paint and turned its employees into the first human typeface. Fans could then use the “Fanbods” to type messages of support for the home team and share it on social. The effort was such a success that fans from other NHL markets got on board, with rival fans hijacking the “Fanbods.” Messages were created for 24 NHL teams in seven provinces and 13 states, giving Fountain Tire a 142% lift in share of voice.

Credits
AGENCY:
Nancy Crimi-Lamanna – Chief Creative Officer Jeff Hilts – Chief Creative Officer Matt Antonello – Group Creative Director Noel Fenn – Group Creative Director Derek Silveira – Senior Copywriter Elma Karabegovic – Senior Art Director Jana Desjardins – Producer John Pace – Group Account Director Chris Flynn – Account Executive Adrian Bailon – Project Manager Cody Sabatine – Art Director Shelley Brown – Chief Strategy Office Eryn LeMesurier – Planning Director Chris Perron – VP Managing Director
NIMBLE (Production House):
Brett Blackwell – Director, Nimble Content Michael Corbiere – Executive Producer, Nimble Content Cale McArthur – Line Producer, Joe Media
Editors / Photographers: Jon Garofalo – Editor, FCB Brian Noon – Editor, Freelance, The Empire Darren Jacknisky – Photographer, Bluefish Studios
ALTER EGO:
Katie Methot (Producer) Bobbi Dedman (Producer) Eric Perrella (Online Editor) Sebastian Boros (Editor) Tricia Hagoriles (Colourist)
PIRATE Toronto Audio House:
Tom Eymundson – Director Maggie Blouin Pearl (Producer) Kyle Anderson (Sound Engineer)
SIX:
Madara Ranawake – Director of technology Robert Blayney – Front end developer Maia Spetter – Project Manager Gillian Morrison – Project Manager
FUEL:
Marcelle Faucher - Retoucher Nabil Elsaadi – Retoucher Bruce Ellis – Print Producer Billy Mavrakakis – Studio Designer
MEDIA: Guru Media
PR: Covalent Communications