Re-discovering the Individuality of a Common Passion
The love Canadians have for the Canadian Football League is as unique as it’s long history since being founded as the Interprovincial Rugby Football Union founded in 1907. However, the Canadian game itself needed to remind it’s sometimes elusive mainstream audience of what made it own-able. The resulting approach was to get another perspective – from the competitive cousins south of the border. This series of unscripted, uncommissioned interviews with Americans (held throught the United States) about the curious and sometimes subtle differences between the American and Canadian games revitalized an appreciation among the Canadian audiences around how the games might seem so excitingly similar yet offer curious variations.
The results from the aired series entitled “Radically Canadian” revitalized current and potential fans of the game to tune in and share a love for something totally football but credibly Canadian.
paolo bugatto • creative 