Toronto-based apparel brand Peace Collective aims to capture cultural sentiment in the clothing they sell, evidenced by shirts and hoodies with slogans like “Toronto vs. Everybody” and “Home is Canada”. As a brand, they understand how clothing acts as a mirror to a larger cultural context – it allows people to express their individual beliefs and values.
From helping underprivileged children to aiding new immigrants in Canada, the brand has always taken proceeds from their sales to give back to those less fortunate. Our brief was to leverage the Peace Collective’s proud Canadian heritage, their values of openness and acceptance, and create a campaign that would further the brand’s mission to have a positive impact in the community.
Peace Collective’s brand values put them in a unique position to spark a conversation around a culturally relevant item of clothing: Donald Trump’s Make American Great Again hat. By 2019, no piece of clothing has become as polarizing. Wearers of the MAGA hat are not only choosing to align themselves with Trump’s anti-immigrant and anti-minority policies and rhetoric, but a school of thought that is fundamentally exclusionary and hateful.
In order to speak to Canadians and combat the hate this hat embodied, we needed to not only dismantle it but create a new symbol of openness and diversity. We took an official MAGA hat and unstitched it letter-by-letter and used that same thread to stitch a warm and welcoming message “Welcome to Canada” onto a toque, a distinctly Canadian winter hat.
The campaign rolled out in 3 phases across Peace Collective’s owned social channels – we shared pre-launch teaser assets on Instagram, Facebook and Twitter in the 3 days leading up to the official launch of both the long-form film and Welcome to Canada toque. On launch day, the long-form video was shared on YouTube and Facebook and the replica toque was made available for purchase. Over the course of the following week during the sustain phase, static assets about the film’s heroes and promoted posts encouraging people to purchase the toque were rolled out
#UnravelHate became Peace Collective’s highest-engaged content across every social platform with: • Extensive media coverage both in Canada and internationally • Interview requests by breakfast television shows and radio stations • 2.34 million social shares • 2.5 million video views • 3.28 Million in estimated impressions • A 125% increase in brand sentiment on Instagram and approximately 16 times more interactions than all posts in the previous month combined (all posts for March 2019 combined received 991 interactions vs. the campaign post with nearly 16K interactions.) • Over 300 Welcome to Canada toques sold
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260 King Street East Suite B101 Toronto, ON M5A 4L5 CA