Sid Lee Stokes Northern Pride for Raptors

By Erik Oster 

Just in time for the playoffs, Sid Lee has launched a new spot for the Toronto Raptors which the Starks could totally get behind (there’s even a wolf). The new spot stokes fans’ anticipation of the upcoming games and northern pride with the tagline, “#WeTheNorth.”

The 60-second, Stark-approved spot starts with the line “We the north: In many ways we’re in a league of our own; one step removed; just beyond the boundaries…” and uses the Raptors’ distance from other NBA teams as a point of pride, a rallying call. “If that makes us outsiders, we’re in,” concludes the voiceover before a “Let’s go Raptors” chant emerges from the background. “#WeTheNorth,” which just launched yesterday, is part of a larger rebranding effort for the Raptors. If fans weren’t already excited for the Raptors’ bid in the NBA playoffs (starting tomorrow, against the Nets), the well-produced spot, which mixes game footage with stylized shots of a snowy Canada, should do its part to psyche them up. Credits after the jump. 



Agency: Sid Lee

President: Vito Piazza

Executive Creative Director: Dave Roberts

Creative Director: Jeffrey Da Silva, Tom Koukodimos

Art Director: Jeffrey Da Silva, Andrew MacPhee

Copywriter: Jeremiah McNama, Austen Morrow

Group Account Director: Jared Stein

Account Manager: Jacob Barnes, Nicki Franek

Vice President, Strategy: Dustin Rideout

Senior Strategist: Shai Idelson

Head of Production: Jeanic Larocque

Producer: Jac Benoit

Director: Stuart McIntyre/Steam Films Toronto

Director of Photography: Kris Belchevski

Offline Editor: Graham Chisholm/Married To Giants

Colour Grading, FX/Online: Alter Ego + The Vanity

Music/Sound Finishing: Apollo Studios