The Ask

Breath new life into the Roots brand by partnering with A Tribe Called Red to create an unforgettable Canadian concert experience.

The Insight

Multiculturalism is the Canadian identity. Canada is place that makes you feel welcome with open arms. Our connection to our roots is what makes use the person we are today. Its in our diversity and appreciation of this land that we are united.

The Idea

"Know your roots"

An opportunity to celebrate the roots of this land and the roots that made us who we are. 

Talent Search

A competition will be launched all across the country allowing for one Musician or group to represent their Province in the opportunity of a lifetime, a live Canada day performance. Unique posters will be created highlighting a beautiful scene from that province or territory. Winners of the provincial contest will be flown into Toronto where they will receive studio time with experts and an opportunity to collaborate with A Tribe Called Red. The provincial representatives will then have the opportunity to perform their new song at the Canada day event.

The Festival

The festival will take place at Molson Amphitheater in Toronto over Canada day weekend. The Canada Day Weekend Festival will feature famous Canadian artists in addition to the provincial winners.

Digital Interactive

A Tribe Called Red will be commissioned to create a unique soundtrack to accompany the promotion of the event. A Canada wide snapchat filter will allow users to film themselves while sharing their story of their roots and what makes them feel Canadian. Users will be able to share their videos on their story and the ATCR x Roots Official Story. Selected stories will be played at the Know Your Roots festival and will be featured in the official after movie.