NorthStar Bets
90 Minute Stat Holiday
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/1eff807c-8e89-4589-b2e1-4d7d3e32619f_rw_1920.jpg?h=abc67a35fbb136d9c9f573bdb1b46449)
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Celebrating Canada's men's first World Cup in 36 years with a 90-minute stat holiday.
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For the first time in 36 years, Canada's men's soccer team was back in the World Cup. Just one problem... their first game back was on a Wednesday at 2pm. Bang in the middle of the workday. So, we created a 90-minute stat holiday and invited all Canadians to take off work when Canada takes the field.
We launched with an open letter to Canadians in print and social...
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/ee85b9eb-0249-4555-9ec4-a44eedd54c69_rw_1200.png?h=41529ca3865c40c4cd224dae2ef9f53b)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/aa334978-e030-462c-8d09-194b6d358e1d_rw_1920.png?h=47c6eaaa88e344800ac5cc31cd637779)
Then spread the word by targeting specific businesses and job types in OOH...
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/d9b86882-e25d-492f-995c-350f2aefb219_rw_3840.jpg?h=d9ea761a72e2d9dc815d03466d285856)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/4106d0ad-b79b-4deb-aeae-3381bbac3ce3_rw_3840.jpg?h=c303843dabd66865c39689cc83733be6)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/d40e55e7-e511-4a7f-b652-8731c7879571_rw_3840.jpg?h=7e335973e219a52409d5ad9fbf3aa53c)
...and on LinkedIn.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/beaafd1d-a2db-4351-b57f-fced3a0e0f94_rw_1920.png?h=53866b3175c0f5588a7033191857cd1e)
We also created posts that business leaders could use to announce their company is taking the holiday, and tag and encourage others to do the same.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/6ebbcfad-d080-42e5-88ac-cb07b91f9cb3_rw_1920.png?h=7471e3c2100fee18c9af3d269954e01b)
Response & Results
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/d4feb8b1-75fd-4bfc-9002-7c90b3570765_rw_1920.png?h=b221febf80c070615da5b7fd4c61173b)
Awards
Clio Sports, One Show, The CMAs, Webby's
Role: Creative Director
ACD, AD: Natee Likitsuwankool
ACD, CW: Appanna Chetranda
Agency: Leo Burnett, Toronto