The RBC Canadian Open is Canada's premiere golf event and an important stop on the PGA tour. In 2021, Golf Canada and title sponsor RBC fundamentally expanded the event—adding a live concert series and culinary showcase to attract a multi-generational audience beyond traditional golf enthusiasts.
How do we rebrand an established tournament to feel like the cultural moment that kicks off summer festival season? This became the central creative challenge.
"Summer's Open" answered this directly—a positioning that declares the arrival of the Canadian Open as the definitive gateway to summer. Across every touchpoint, the strategy shifted perception from golf-only event to must-attend cultural destination.
The campaign launched across broadcast, digital, and experiential activations. The results spoke for themselves: attendance increased 65%, regular ticket sales jumped 300%, and hospitality sales grew 200%.
Deliverables: Campaign positioning, broadcast creative, digital assets, experiential design
Role: Art Direction, Copywriting, Video Editing, Animation, Visual Effects
Role: Art Direction, Copywriting, Video Editing, Animation, Visual Effects
