Coach Dad: Father's Day Surprise: WestJet & RMHC Canada
WestJet and Ronald McDonald House Canada, along with creative content agency studio m, set out to develop and produce a creative and engaging video that would result in a better understanding of why Ronald McDonald Houses exist and why what they do is important for all Canadians.
To achieve their objective the team used authentic storytelling through the power of video and element of surprise to bring to life the story of one RMHC family who was 2,900 KM (1,800 mi) from home, separated from their child and sister, as well as their community. The “Coach Dad: Father’s Day Surprise” video was released in June 2017.
Anyone who has been away from their family and friends for three to four days, let alone for a prolonged length of time, knows how good it feels to reconnect with them. Imagine being separated from your 10- year-old daughter and your extended hockey family for more than two months while you devote yourself to caring for your 13-year-old son as he undergoes treatment for leukemia. This was Troy Hunt’s reality.
Inspired by Troy and his son Darian’s story, WestJet and RMHC teamed up to give Coach Dad Troy from Clarenville, Newfoundland an early Father’s Day surprise – actually a couple of surprises. The result was an incredible afternoon and an unforgettable reunion.
On the day of launch, the RMHC Canada website traffic increased by an incredible 38% with 75% of that new traffic being new visitors.
In total, the video received an impressive 10.8 million views across all platforms.
Take a look at the award-winning video below: