Here's a heartwarming spot from freezing Canada, with goodhearted Canadians helping each other out by shoveling their neighbors' driveways. To encourage this behavior further, last week, after some serious snowfalls, Canadian Tire surprised eight communities with a clear driveway and an branded shovel.
The shovel was engraved with instructions to Shovel It Forward, and keep passing the goodness along.
The communities in question were Boucherville, QC; North Bay, ON; Corner Brook, NL; Leduc, AB; Yorkton, SK; Winnipeg St. Boniface, MB; Antigonish, NS and Fernie, BC. Judging by the spots on the map which can be found on the Shovel It Forward site, the movement is growing. Or maybe, if Canadians were always doing this anyway, the movement isn't growing so much as people are sharing their stories on the site. Still inspiring, and a smart idea to capitalize on existing behavior.
It's also nice they chose areas that aren't the usual big cities. For one thing it reaches a broader demographic. And I suspect people are less prone to being so neighborly in the bigger cities. I'm only half-joking. All the time I lived in Montreal, I never once witnessed this behavior. In fact, when I had shovel stolen from me twice, I started keeping it inside rather than hanging it on the hook under the mailbox.
Montreal is known as a shovel stealin' city. They definitely weren't shoveling it forward when I lived there.
Not sure of the day the spot started airing, or if people in Wisconsin get Canadian commercials but interestingly enough, Shovel It Forward made it to the States, too.
Agency: Tribal Worldwide, a division of DDB
Chief Creative Officer: Cosmo Campbell
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