Cadillac Fairview
83% of kids spend more time online than outside. That is an alarming amount of screen time for Canada’s youth today – and it needs to change. It’s time to take play seriously.
That’s why Cadillac Fairview – one of the largest owners, operators, investors and developers of best-in-class office, retail, multi-family residential, industrial and mixed-use properties in North America – is launching CF Play Makers, a program in partnership with Team Canada athletes that is building more play spaces for kids. Because when kids have access to unstructured play, the benefits are enormous.
To launch our full 360 campaign, we built a real slide from level 3 to level 2 in CF Toronto Eaton Centre and invited everyone, even adults, to come and play; well, until July 26.
“We’re so happy to work with partners like Cadillac Fairview who share our Olympic values and who really understand our mission to transform Canada through the power of sport,” said Jacqueline Ryan, Chief Brand and Commercial Officer of the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation. “That’s why an initiative like CF Play Makers is so impactful…access to play truly is the first step on a young athlete’s Olympic journey.”
We soft launched with in-mall digital boards by highlighting the problem facing kids and encouraged everyone to help us Bring Back Play.
From there, Cadillac Fairview released a 30s OLV demonstrating the importance of playgrounds featuring Team Canada athletes Damian Warner (decathlete), and Ellie Black (artistic gymnastic).
“Every kid in Canada deserves the opportunity to benefit from the power of play”, said Ellie. “The bonds that kids create and the trust and creativity they develop through playtime, whether in sport or otherwise, is invaluable.”
Media placements also included unique digital out of home boards inside and outside the mall.
Vini Dalvi, CCO of Publicis Toronto said, “The Bring Back Play campaign to launch CF Play Makers goes beyond constructing playgrounds; it’s about igniting the essential spirit of play.
Our goal was to create a campaign that reminded people how important play is for kids’ physical, social, and emotional development. Partnering with Cadillac Fairview, we aim to bring joy to communities and foster a healthier, more active future for children.”
Because when kids play, we all win.