Case study Summary
Celebrating the Diversity of a Tribe’s Fan Base
Case study Summary
THE CHALLENGE
Case study Summary
ACKNOWLEDGING MANY WITH ONE
OSEG (Ottawa Sports and Entertainment Group) approached us looking for an impactful way to thank, honor and celebrate their beloved fans for their unwavering support.
With a diverse fanbase, they aimed to do this with their initiative—the All-In Game—a football game at TD Place played by the Ottawa Redblacks to acknowledge and appreciate their fans in all their diversity; race, age, gender, physical ability, neurodiversity.
OSEG wanted to create a meaningful and impactful video campaign that would communicate their love and appreciation to their fans both at the game and across their digital platforms—social media and websites.
They wanted to do this through powerful storytelling.
They didn’t have to ask us twice…
INTERVIEWS
Case study Summary
THREE STORYLINES ONE SOUL
To tackle this challenge, we began by conducting extensive research and working closely with OSEG to identify a variety of stories that captured the essence of their fan base.
We held interviews with several standout figures within the community and OSEG’s leadership team to understand the most important narratives to convey.
With stories drawn from different diversity categories, we were able to see the broad spectrum of identities that make up the Red Blacks’ fanbase.
INTERVIEWS
Case study Summary
The Trailblazing Coach
The story of the Ottawa Red Blacks’ first-ever female football coach—a black woman who made history in the league.
Her inspiring journey showcased resilience, leadership, and the breaking of barriers in a traditionally male-dominated sport.
INTERVEWS
Case study Summary
Diversity at the centre of it all
The story of a queer couple, one of whom was a dedicated supporter and major donor to OSEG and the Red Blacks.
Their narrative highlighted how inclusion and representation foster a deeper connection to the team and the community.
INTERVEWS
Case study Summary
Blind Hockey Initiative
A heartwarming story showcasing a partnership between the Ottawa 67’s and the community’s youth with visual impairments, providing them the opportunity to play hockey—a truly inspiring initiative that illustrated the power of sport to empower and create opportunities for all.
THE RESULT
Case study Summary
With these compelling stories in hand, we set out to craft a video campaign that would honor and amplify the voices of these individuals.
THE RESULT
Case study Summary
BEAUTIFUL PERSPECTIVES WRAPPED IN ARTISTRY
We wrote, shot, directed and produced every element from scratch, ensuring that the final product was a powerful blend of stunning visuals, authentic storytelling and a unifying message of inclusivity.
We also created a campaign commercial that seamlessly wove together these powerful narratives, showcasing the diversity and community spirit that OSEG stands for.
From the strategy to production, from shooting to editing, we handled every detail, ensuring the campaign was delivered on time and far exceeded expectations.
THE RESULT
Case study Summary
STRENGTHENING THE BOND BETWEEN TEAM AND FANS
The All-In Game and campaign were memorable, and impactful to our client, our storytellers and the fans, alike. Though revealed in beautiful, cinematic footage, we told the stories as authentically as they were shared with us.
And as a result…
- They deeply resonated with the audience
- Featured individuals felt celebrated and honored
- A lasting impact was impressed upon the broader fan community
Fans at the game responded with overwhelming enthusiasm and excitement, moments that we captured as well.
Video content was shared widely across social media, driving positive engagement and sparking conversations about how diversity enriches the community.
Altogether the campaign amplified OSEG’s brand ethos, which strengthened the bond between the team and its fans through the unifying force that is sport.
THE VALUE
Case study Summary
A BRAND’S CORE VALUES REFLECTED
This wasn’t just another corporate social responsibility project—it was a reflection of the true heart of OSEG, the Redblacks and the Ottawa 67’s organizations, revealing the purpose behind the game.
The All-In Game campaign was more than just a video series—it was an intentional “Thank you” and acknowledgement of the dynamism and diversity of their beloved fanbase.
It displayed their values of acceptance, inclusion and respect, and brought them to life in authentic and beautiful ways.
This campaign wasn’t just about a football game—it was a celebration of the diverse richness of the people living in our amazing national capital region.
For OSEG it was a meaningful opportunity to make it clear that everyone belongs.
