Creative Direction

In collaboration with Canada Basketball, we launched an impactful campaign that took center stage on the billboards at the iconic Yonge and Dundas square during Global Jam. Kickback is a staunch advocates for bridging the worlds of sports, education, and art, recognizing that the potential for growth and self-expression multiplies manifold when young minds are encouraged to thrive in all three spheres.

The campaign's core objective was to cast a spotlight on these remarkable young individuals, portraying them not merely as passionate basketball enthusiasts but as unique individuals with diverse interests we wholeheartedly encourage them to embrace. In doing so, we also aimed to celebrate the profound sense of identity and pride that comes with being Canadian.