Sobeys is Canada’s Family Grocery Store. We were tasked with launching their new ‘Feed The Dream’ Olympic platform in a big way.

Since fans and family weren’t allowed at the Tokyo 2020 Olympic Games, we brought their cheers and support to the athletes in Japan with Team Canada’s Tablecloth—made by crowdsourcing messages of support across the internet, then embroidering people’s encouragement onto a 260 ft² tablecloth that housed thousands of messages.

CASE STUDY

TABLECLOTH DESIGN

ONLINE VIDEOS

Fun Fact: Damian Warner went on to win Gold in the decathlon and was declared the “World’s Greatest Athlete”… so I definitely regret not getting his autograph.

PRESS
CTV News, Yahoo Finance, Strategy Online, The Message, Grocery Business, Canadian Grocer, Western Grocer

AWARDS
Media Innovation Awards | 1 Gold
AToMiC Awards | 1 Bronze
CMAs | 1 Bronze

CREDITS
Agency: FCB
Chief Creative Officers: Jeff Hilts, Nancy Crimi-Lamanna
Group Creative Directors: Troy McGuinness
Senior Art Directors: Naeem Walji, Adam Tuck
Senior Copywriters: Jason Soy, Ariel Riske
Art Directors: Zuheir Kotob, Jerry Yang
Producers: Tess Waisglass, Nikki Drakul, Jana Desjardins
Director: Scott Drucker