Throughout the 2016 Olympic Games, Canadian Tire deployed a custom digital signage system that allowed athletes at Canada Olympic House in Rio de Janeiro, Brazil, to interact with their families, friends and fans back home.
The project facilitated real-time audiovisual (AV) interactions through two physical structures: the Red Door to Rio, which toured various venues in Ontario during the Games; and the Red Door from Rio, which was hosted at Canada Olympic House. Participants never knew who they would see and talk to, leading to surprising and memorable interactions, which they were encouraged to share via social media with the hashtag #StepUpStandTall.
“We believe in the power of sport to unite families, communities and the nation,” says Susan O’Brien, head of corporate affairs for Canadian Tire. “We were proud to provide a platform for Canadians to show their support throughout the Games.”