Roots is a Canadian clothing brand with a legacy of heritage and recognition, outfitting the likes of Drake and the Canadian Olympic team. But even with their accolades nationally, Roots was largely unknown outside of Canada. They came to my team to help them scale beyond borders and audiences without losing their brand’s soul.

From 48% of millennials not using their full PTO, to eating lunch at our desks, spending less than 1 hour a day outside, and feeling guilty requesting for balance in our lives.

Millennial Hustle Culture has tricked us into
seeing ourselves as productivity machines and work martyrs first…

and living, breathing, people second.

“True To Our Nature”
More cultural intervention than marketing campaign, True to Our Nature became a call to action to rebel against the norm and reclaim the balance between nature and modern life.

To ignite this insight and share it with the world, we created a hero TVC spot & 360 campaign that acted as an intervention into our busy lives and re-defined what Roots stood for globally driving new standards in term of driving both revenue and cultural relevance.