Roots Canada is celebrating Canada’s 150th birthday with a big splash, naturally. For its “Be Nice” campaign, from the Pacific to the Atlantic the company is searching for the nicest person in Canada, playing on the idea that Canadians are so (apologetically) nice.
Narrated by Canadian actress Kim Cattrall, the one-minute long campaign video redefines what ‘nice’ means: “not just the polite nice … the real nice.” It’s like the new anthem of being Canadian—remember Molson Canadian’s “I Am Canadian” ads circa the early 2000s? One of the most compelling scenes is of Syrian immigrants entering into Canada with Cattrall’s voiceover saying, “Nice is opening doors when others are closed.” Yes, that’s definitely the Canadian we’re proud of.
“Roots has always been inspired by Canada,” says James Connell, VP of Commerce and Marketing, Roots Canada. “What better way to celebrate 150 years of this wonderful country than to celebrate its people?” He hopes proud Canadians will share their stories and wear a “nice” button which has proceeds benefiting Me to We’s Indigenous Youth Empowerment Program.
In addition to the Nicest Person Contest and the Nice buttons, Roots is also holding a series of pop-up events throughout the country, ending with participation at Vancouver’s Pride Festival in August.
In 2015, the Roots founders sold the company to an investment firm with the goal that it will take Roots into more corners of the world. I think it’s doing a great job, as the Canada 150 gear looks amazing! Aurora and I love the red Cooper Canada Kanga Hoody we received, here are also a few on-point designs capturing quintesential Canadian pride.
So grab a Nice button, wear read, and get ready to celebrate Canada’s milestone birthday!
Hoodies c/o Roots Canada