FANDUEL FIFA CAMPAIGN

TV Ad
Social Media
OOH Campaign

Insight: Canadian football fandom isn’t singular. During international tournaments, many supporters naturally hold dual allegiances, backing Canada while also cheering for another nation connected to their heritage, family history, or personal identity. This layered loyalty reflects Canada’s multicultural reality, where 43% of fans plan to support more than one country.

Strategy: Turn dual fandom into something visible and wearable. Instead of asking fans to choose a side, the campaign embraces both by creating Dual Fan scarves that merge Canada with 47 competing nations. By transforming personal heritage into a shared, physical symbol, the work reframes divided loyalty as collective pride and makes multicultural fandom part of the match-day experience across the city.

Dual Fan was a project developed in collaboration with One Method.