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C&C CONNECTED | November 21


It's time to start thinking about the most wonderful time of the year, The Masters... wait. It's not April. The Holidays. Each year, brands seize the opportunity to launch holiday campaigns; due to the sense of urgency with purchasing, the accompanying emotions, and the opportunity to create good-will, to name a few. Let's review some favourite holiday campaigns and why it works;

In 2013, WestJet set the bar when they came out with the "Christmas Miracle: Real-Time Giving" campaign which generated 48 million YouTube views. It's six years old now, but WestJet has continued to generate tear-jerking content. As people were scanning their boarding passes, a virtual Santa asked each guest what they would like for Christmas, and the good people of WestJet made it happen by the time they landed their destination. This video hit 1 million views on the first day and went viral under the hashtag #WestJetChristmas. As marketing tools, these emotional campaigns also highlight new airline services, engage employees, and demonstrate brand values.

Spread joy by creating the "Elf Yourself" video with your friends or family. An annual favourite, Office Depot created this digital holiday campaign in 2006 to showcase the stars in your life and continues to innovate by integrating in AI. With almost 2 billion videos created, Office Depot successfully brought the brand to life for its consumers and we'd like to see you create a video and not laugh... We'll wait.

Starbucks holiday cups have become an icon during the holiday season. The cups signify the end of PSL season and the introduction of the seasonal drinks, such as peppermint mocha, gingerbread latte, and caramel brulée latte. The holiday cups/drinks inevitably drive sales, as its a motivation for consumers to purchase. If you purchase the reuse-able cups, each drink purchased will receive a 50 cent discount, driving customer loyalty and of course repeat visits.


Kia Nurse has Olympic dreams in sight. Kia represented the Canadian National team to secure a spot at the Olympic Qualifying Tournament in February 2020. Nurse recorded 28 points in the first game against Cuba. "It's coming in every single day and making sure and understanding that every single game that we play has its own importance, not only in our development as a team moving forward, but to get ourselves to the Olympics and to the podium." says Nurse. Until then, Kia will make her way back to Australia to compete with the UC Capitals in the WNBL League.

Athletics Canada had 28 athletes represent Canada at the 2019 World Para Athletics Championships. Concluding the Championships, Team Canada earned a total of three gold, two silver, and one bronze along with breaking five Canadian records. Brent Lakatos headlined the team's inspired performance winning 3 medals; 2 gold, and 1 silver.

After recent developments in the world of hockey media, Harnarayan Singh looks to reunite the hockey community rather than divide. He joined Jeff Marek on Hockey Central to discuss the importance of inclusivity for the growth of hockey because #HockeyIsForEveryone.


CNIB Foundation announced Ben Mulroney as the new spokesperson for the non-profit organization that supports people who are blind or partially sighted, creating an inclusive society for all across Canada. "I'm so proud to be able to represent this organization and help give people who are living with sight loss the support they need to live full, active lives." says Mulroney. Ben will be introduced as a spokesperson on Friday, November 22nd, at the CNIB Guide Dogs graduation ceremony. Several dogs will graduate to become partners in mobility for people with sight loss, after a two year intensive training program. Ben will be at the event to shake the paws of the graduates, in congratulations.

About CNIB: a non-profit organization driven to change what it means to be blind today. The organization focuses on innovative programs that empower people impacted by blindness to live their lives without barriers.

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