Unifor wanted to refocus the election on issues that were important to Canadian workers and appeal to Canadian values of inclusivity, hard work, and progress.
Stand Strong implored Canadians to stand strong and stand together in the face of distracting division, rather than succumb to the fear mongering and division of Conservative politicians.
Making Stand Strong deliberately non-partisan worked. Generating millions of impressions and views, Unifor’s ad was the first strike at the heart of what many considered an inevitable Conservative victory.
In advance of the regulated period, we wanted to frame the 2019 Federal Election as a choice between continued progress and a conservative regression. We produced an ad that was played widely on TV and digital channels, including during the NBA finals featuring the Toronto Raptors – Canada’s second most watched television event of 2019 with an estimated 6.4m viewers.