In the lead-up to the 2024 Summer Olympics, Petro-Canada needed a campaign to help separate them from the pack. Instead of focusing on the athletes and doing your typical anthemic sports-themed ad, we focused on the unsung heroes of the games — Canada’s super fans.
LET'S GO!!!
#LETSGOWITHPETRO
We developed an integrated campaign celebrating the fans who fuel Team Canada’s athletes with unwavering support. Launching with TV, we invited fans to cheer on Team Canada on the road to the podium, travelling from coast to coast, gathering “LET’S GOOOs!” from just about everyone along the way—including Fay De Fazio Ebert and Collin Lalonde, Petro-Canada FACE™ Program grant recipients.
To get the fans even more involved, we sent their cheers to Paris. Actually.
At Canada Olympic House, our Living Leaf displayed cheers from across Canada via submissions from TikTok and Instagram. Anyone who submitted a cheer was entered to win a trip to the 2026 Winter Games in Italy. Not a bad prize for cheering on our athletes.
We also had a leaf that traveled from Calgary to Toronto to Montreal, collecting cheers along the way. This leaf popped up at live Olympic viewing parties, where Canadians were the most excited about the games.