Leading up to the Toronto Raptors’ first playoff run in almost a decade, We The North captured an identity-shaping truth that redefined sports marketing. What started as a typical sports campaign turned into a nation-wide phenomenon, taking on a life of its own beyond basketball and into the fabric of the city of Toronto for generations to come.

Designed elements included brand applications, on-court apparel, fan merch, and more.

Where:    Sid Lee Toronto
When:     2014–Forever
Awards:   2014 CMA Silver
          2014 Clio Sports Award
          2015 Cassies Gold
          2016 Cassies Gold