a sport of their own

Bowls Canada Boulingrin turned to Shortstop for a national digital campaign to help bring new players into the fold. “It's A Little Different” shines a spotlight on the fun, eccentric and competitive sides of lawn bowls. When a sport lets you come up with your own team name and uniform, the possibilities are endless, and we wanted to encourage prospective players to take the sport as seriously—or un-seriously—as they want.

Developing a website and supporting social content, we gave potential new players and club members a place to learn about the sport, the different ways to play, and to find events in their area to come try it out. We also provided Canada's nearly 200 clubs with a creative toolkit to help them promote events, recruit new members and make days out on the green memorable and entertaining.