On October 1, 2013, hockey's two oldest rivals were set to face off in a much-anticipated season opener. As sponsors of both teams, MasterCard Canada wanted to seize the opportunity and remind Canadians of MasterCard's connection to the game they love.
We were asked to provide a few Facebook posts, a banner or two -- but we decided to bring them something that would make a bit more noise.
Enter, our pair of barbershop quartets.
Fans posted their jeers, jabs, and insults via Facebook, Twitter and YouTube with #oldestrivalry. Our quartets then turned these chirps into old time tunes, sharing them online in French and English.
To live in the moment with our fellow fans, we posted our responses in real time during the game, creating an immediate dialogue and responding to the ups and downs of the game, as they happened.
The contrast of cutting jabs written by fans and performed through inherently wholesome melodies created share worthy posts that were music to the fans' ears.
In 8 hours we shared 56 original videos that captured the mood of the epic matchup. Just days after the game, the campaign had garnered over 4.3 million Twitter impressions, and had over 17,000 social engagements. More importantly, MasterCard became synonymous with Canada's beloved game and brought all Canadians together in perfect 4-part harmony.
Advertising Agency: Maclaren Mccann, Toronto, Canada
Executive Creative Director:Sean Davison, Mike Halminen / Associate Creative Director:Cam Boyd, Troy Mcguinness / Copywriter:Matthew Lee, Jill Mack / Art Director:Jessica Delorme / Account Director:Ryan Timms, Emily MacLaurin-King, Matthew Greenberg, Adam Bercovici / Production House:Craft / Producer:Caitlin MulQueen / Editor:Jason DeMelo / Post Production:Craft
Dp:Nigel Akam / Sound:Brian Dupuis / Makeup:Kate Easterbrook / Grip:Dave Plank / English Quartette:Shoptimus Prime / French Quartette:Quartom
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