Shaw Cablesystems G.P

BBDO’s new brand platform for Shaw started with its employees and created a rallying cry that unified its entire community.

In an increasingly competitive and technologically advancing market, the agency had to elevate Shaw to a brand people felt an emotional connection with. Shaw had millions of Canadians already connected through its technology. If it could harness the power of all these people and get them to feel part of a huge community, the possibilities for doing good would be endless. So the brand platform became “Together Is Amazing,” and was deployed across all of Shaw’s assets.

A manifesto video united staff. T-shirts with a single letter were distributed so employees had to seek out co-workers with complementary letter Ts and photograph themselves spelling out the slogan.

Prior to the 2010 holiday season, Shaw wanted to make sure that all Canadians would have a healthy meal, so it first encouraged its employees and then the general public to help fill food banks across Canada. Anyone could donate to a food bank, but it would take the entire Shaw community to fill every one of them.

An integrated campaign was launched that included TV, print, online ads and a microsite within the “Together Is Amazing” brand website where people could find the closest food bank, organize local grassroots events and connect with others. The goal was to raise one million pounds of food.

In addition to the overwhelming response to their brand platform, Shaw’s first corporate initiative was an outstanding success. Shaw raised over 2.6 million pounds of food across Canada, 260% of its goal, the largest food drive in our country’s history, proving that together really is amazing.