We took a well-known Canadian stereotype and turned it on its head.



“Nice” became an idea that Roots embraced inside and out. Working together, we spread the message across their most influential touchpoints.

in-store POS
cinema pre-roll
social media roll-out
pop-up store experience
influencer seeding kits
buttons (included in Grammy bags)
limited edition t-shirts
branded keychains
custom leather goods
radio spots
in-store POS
cinema pre-roll
social media roll-out
pop-up store experience
influencer seeding kits
buttons (included in Grammy bags)
limited edition t-shirts
branded keychains
custom leather goods
radio spots
in-store POS
cinema pre-roll
social media roll-out
pop-up store experience
influencer seeding kits
buttons (included in Grammy bags)
limited edition t-shirts
branded keychains
custom leather goods
radio spots


To launch the message we created a custom experiential seeding kit.

The kit was sent out to some of the world’s most famous Canadians, like Drake, Ryan Reynolds and our very own Prime Minister, Justin Trudeau.




JUST LAUNCHEDcheck back soon for results


In the meantime, why not get out there and do something nice.

#BeNice