Canada Basketball: Mad Love

Canada Basketball is partnering up with Sid Lee for the first time to launch the integrated campaign "Mad Love" about female athletes with a focus on basketball players, for International Women’s Day. The film inspired by conversations with female athletes showcases the grind, the hard work, and the undying passion they have for the game. Historically overshadowed by men's basketball, this campaign aims to demonstrate the resilience and determination of women in basketball despite this. With powerful, bold, and emotionally impactful imagery, this campaign acts as a rallying cry to encourage people to show mad love for those who play for something bigger.