Petro-Canada Give A Honk
Give A Honk about family caregivers.
In January 2026 I nearly died in a ski accident. After 12 days in the hospital and weeks in recovery at home, I returned to work on this project for Petro-Canada with my partners at CULT.
Our job was to raise awareness for Petro-Canada’s philanthropic work with unpaid family caregivers… something I suddenly knew a lot about. From deep personal pain was born fierce inspiration and the best work of my career.
We partnered with the geniuses at Sarofsky to bring our goose to life, and worked with partner agencies to extend his presence in PR and media.
TOUCHPOINTS:
Digital Video
Online Display
On-Site/In-Store
PR & Earned Media
“This is the best work of my career.”
Created to raise awareness for Petro-Canada’s philanthropic work with family caregivers…
We launched a VERY Canadian ambassador to harass folks into giving a honk…
Sending them to Petro-Canada for stickers to show their support.
We made a VERY big deal of our goose around the pump.
We gave him HUGE goositude…
And we pulled in some star power to spread the word.
And he spoke French too!
This work inspired a talk I gave explaining how