Making lawn bowling relevant (and fun) again.
Bowls Canada Boulingrin, the national sport organization for lawn bowls, came to us with a clear challenge: make lawn bowling relevant to Canadians again.
Long seen as a sport reserved for older demographics, lawn bowling needed a fresh perspective to attract a new generation. We didn’t shy away from that perception—we met it head-on with humour, energy, and messaging that sparked curiosity.
We developed a brand strategy positioning bowls as fun, welcoming, and surprisingly modern. We launched the campaign with trybowls.ca, a dynamic microsite helping Canadians find local clubs and learn about the sport. To support national activation, we created customizable social assets and promotional posters for local clubs.
By reintroducing the sport with bold messaging and an accessible digital platform, we didn’t just refresh a brand—we opened the door for a new generation to play.
Results
- A refreshed, modern brand for Bowls Canada.
- National launch of trybowls.ca, driving club discovery.
- Expanded the sport’s reach to a younger audience across Canada.
