The 300 members of Jonathan's local community joined him to create the Maple Leaf, wearing red jerseys in anticipation of the 2014 Sochi Olympic Games.
"There has always been the classic definition of a team photo, that being the players and the coaches," says Neil McOstrich, Creative Director and founding partner at cleansheet. "What we were trying to accomplish was the real team photo! The one that includes the people in the community who helped get the athlete where he is today. Every athlete in the world has one, this one is unique to Jonathan Toews." Inspiration for the campaign concept: "The game may be hockey, but the people who make it work, the coaches and carpoolers and rink flooders, they speak to the importance of community," says Catherine Frank, Chief Operating Officer and cleansheet's other founding partner. "So we brought Jonathan's community together to express a sentiment everybody has felt, but in a surprising way that nobody has ever seen before."
If you so desire you can head to their website and tell your story about people who make play possible
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