Petro-Canada: GIVE A HONK 2025

THE CAMPAIGN

Created in support of the Petro-Canada CareMakers Foundation, Petro-Canada’s Give a Honk campaign rallied Canadians around a simple idea: make some noise for family caregivers. At the heart of the initiative was an unexpected hero — an unhinged Canada Goose whose fiery passion became a symbol of recognition, gratitude and support.

The campaign transformed a fundraising effort into a national movement. Across television, social media, digital channels, retail locations and earned media, Canadians were invited to "Give a Honk" for caregivers across the country. The Goose became a character people connected with instantly. Playful, unmistakably Canadian and impossible to ignore.

From scripts to signage to social, I wrote and assisted in direction with every asset of the campaign.

tHE RESULT

The campaign reached its fundraising goal – over 3 million dollars – within just 72 hours of launch, generating overwhelming demand and sparking conversations across the country about the critical role family caregivers play in our communities.

Beyond fundraising, Give a Honk delivered significant impact for the Petro-Canada brand. Campaign research found that 50% of viewers reported an improved perception of Petro-Canada after seeing the campaign.

Most importantly, caregivers were recognized. They were celebrated. They were supported.

goose is loose

Canadians rallied behind the honk, picking up campaign stickers from Petro-Canada and using them to show their support for family caregivers. A social collaboration with P. K. Subban and larger-than-life inflatable Goose activations added even more visibility, turning a fundraising campaign into a movement Canadians were proud to be part of.

Credit: CULT Collective, production by Sarofsky