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Special Project

Special Project
From the 15th Annual Shorty Awards

Canadian Tire's Celebration of a Century

Entered in Event & Experiential


Last year was like none other for Canadian Tire Corporation (CTC), marking Canadian Tire Retail’s (CT) much anticipated 100th anniversary. In February of the milestone year, CTC unveiled its Brand Purpose, that We Are Here to Make Life in Canada Better, at its first-ever Employee Share-Out event. This was the first event of its kind where CTC articulated its strategic direction for growth and further success through clearly defined Core Values and Strategic Pillars. Eight months later, CTC celebrated its momentous anniversary with a celebration worthy of a century-long history, presenting a unique employee engagement opportunity. 

After more than two years of limited in-person events, this occasion was the perfect opportunity to bring employees, Dealers, executive alumni, board members and top vendors together to celebrate like never before at the Celebration of a Century (COAC)

This once-in-a-lifetime birthday celebration brought the past, present and future of CT together to enjoy a two-hour, star-studded, high-energy show, featuring iconic Canadian celebrity guests, including four-time Grammy Award winner Michael Bublé, complimentary food and beverage, prizes and more at the Coca-Cola Coliseum in Toronto on October 3, 2022. 

The event was the perfect opportunity to reinforce CTC’s Brand Purpose, designed to meet two main objectives:  

Strategy and Execution

Few Canadian retailers can say they’ve celebrated a century of operations, so CT pulled out all the stops to celebrate this once-in-a-lifetime milestone: 

The execution of such a large-scale event involved many moving parts:   

With live events, the teams were prepared to navigate any challenge, and from balancing rehearsals between multiple venues, experiencing weather-related technical issues up until show commencement, and providing on-site guest support, the outcome was what CTC president and CEO Greg Hicks referred to as “remarkable.” 


The objectives of COAC were simple: connecting employees and stakeholders to CT’s 100th birthday celebrations, and to create lasting memories for all guests.  



Video for Canadian Tire's Celebration of a Century

Entrant Company / Organization Name

Canadian Tire Corporation (CTC), in partnership with Birch River Productions and Candice & Alison


Entry Credits