Here’s a statement that should make Australians feel humbled: “Acts of kindness, like shovelling snow for a neighbour, make Canadians who we are.”

And here’s an idea that should make Australian adland creatives feel inspired: Take a well known Canadian custom and give it to your client, who has “Canadian” in its name, to own.

Joshua Stein, executive creative director, Tribal Worldwide – Toronto, explained, “This program is rooted in the age-old practice of shovelling a neighbour’s driveway or sidewalk, simply because it’s the Canadian thing to do. No brand understands life in Canada better than Canadian Tire. Shovel It Forward is a great way for us to demonstrate this.”

Canadian Tire is a retail chain that sells home and hardware, outdoor, sporting and leisure goods…

…and shovels.

Daily life throughout winter in Canada can be all about dealing with snow. “Nothing defines Canadian identity more than winter.  The harshness of winter brings out the best in people, and unifies the nation because Canadians don’t survive winter alone – they thrive in it together,” Tribal Worldwide – Toronto, acknowledged.

So Tribal ignited Canada’s kindness in a social campaign called Shovel it Forward.

After a series of snowfalls, Canadians in eight communities were surprised with a clear driveway and an ‘iconic’ shovel left on their doorstep, engraved with instructions to pass it on by shovelling snow for someone else.  Participants were also encouraged to visit ShovelItForward.ca to watch the campaign video, retrace where the shovels have been placed across Canada, read stories about neighbourly kindness, and see photos and sentiments that have been shared on social via #SHOVELITFORWARD.

Shovel It Forward launched in Boucherville, QC; North Bay, ON; Corner Brook, NL; Leduc, AB; Yorkton, SK; Winnipeg St. Boniface, MB; Antigonish, NS and Fernie, BC. For the next four weeks, promoted video and photos will appear on Facebook and Twitter to spread and build more Shovel It Forward stories.

Canadian Tire is also sending 20 of its branded shovels to the Greenfield, Wisconsin Fire Department, which recently responded to a cardiac call from an elderly man while shovelling his driveway.  After taking the elderly man to the hospital, the fire fighters returned to the man’s home to finish the job.