On Friday, McCormick & Company brands Club House, Billy Bee and French’s began an outdoor light display in Toronto to show off its effort to unite Canadians from across the country.

The light show is the culmination of the “My Home is Canada” campaign. The first phase of the campaign launched in January with a social media call-to-action, spearheaded by Canadian Olympian Scott Moir. Canadians were asked to share photos via #MyHomeIsCanada on social media featuring cherished moments, stunning places, and their favourite foods to showcase national pride.

Those images have now been turned into a digital light show that runs every evening from 7:30 to 11:30 p.m. until April 4 at Blue Jays Way and Wellington St.

The goal of the campaign was awareness around the brand, says Trevor Squires, GM of McCormick Canada, tells MiC, and to spread joy and positivity in a way that taps into McCormick’s Canadian heritage.

“It was important for the Club House and French’s brands to engage with their consumers, affirming each brand’s place in the community and helping to bring people together to weather this time.”

Last week, the brand team also made product drops to over 1,100 homes, Squires added, selected because they lived along a custom 27-kilometer route of London that forms the shape of a maple leaf. The bags included Club House seasonings, vanilla extract, and French’s Ketchup, which are manufactured, bottled, and blended in London.

The light show spectacle concept development and production was managed by Montreal-based production company Massivart, with North Strategic handling strategy and execution. The campaign was supported with earned media and organic social via McCormick’s owned channels.