Jumpstart has a simple mission -- get kids off the sidelines and into the game. But for any charity getting your voice heard and breaking through the noise can be challenging. To achieve its goals, Canadian Tire and Jumpstart needed to reach an entirely new audience, and that audience is notoriously fickle and connecting with them offered a unique set of challenges.

Transitional millennials spend more time online than any other audience, they want genuine experiences, and when it comes to parenting, they are new to the game. So, to earn their attention, Community Agency just couldn't play by the same old rules. Good thing it had some of the best players in the game. Jumpstart needed to do something genuinely disruptive. A warm-hearted appeal from athletes was undoubtedly expected and more than likely to get lost in the sea of "won’t you help" messaging. At the same time, the agency knew it needed to pay homage to the Canadian Tire brand and the athletes themselves.

So, what if Canadian Tire created a product, something everyone needs or uses, a product that wouldn't be out of place in your average Canadian Tire store? And what if that product had something unique about it, something you couldn’t get anywhere else? And what if Canadian Tire didn’t take itself too seriously and sold that same product three different ways based on the personal brands of the players endorsing said product. But what could be so ubiquitous that ALL Canadians could enjoy it? Community Agency decided to start at the start of the day with breakfast, something we all enjoy. And voilà ; the Jumpstart toaster was born.

Each of the three "Different" toasters was sold according to the player's character. Jonathan Toews was "captain serious" and sold his toaster from his library, where he was reading while wearing a turtleneck. Connor McDavid was "the future," and he sold his toaster in a streamlined, future-forward fashion. And Wayne Gretzky was "the great one,” and he sold his toaster, well, anyway he wanted.

The “goalpost red” packaging for each toaster was decked out with a custom copy for each athlete, a picture of the product, as well as a blurb reminding consumers their purchase went to a great cause. A sense of urgency was created by only having the toasters on sale for one day -- November 20th.

Did it work? It was a slap shot through the five-hole. The entire campaign sales goal was reached in less than a day. Media coverage abounded from Canada to the U.S. on all major networks including TSN, Sportsnet, and Sports Illustrated. The campaign garnered over 55 million digital impressions and over 44 million earned media impressions in under a week. But the real win was raising $250,000 to help kids who couldn't otherwise afford to play sports. It was high fives all around and smiles to those in need.