When Italy failed to qualify for the 2026 World Cup, Diamond saw an opportunity. Within 24 hours, the agency had an activation live in market, inviting Italian-Canadians to trade their Azzurri jersey for a Canada one. By midweek the story was running internationally, generating more media engagement than the World Cup draw itself.
Diamond launched “Our Game Now” with Canada Soccer, designed to unify Canadians around the men’s team ahead of the World Cup.
That is how the agency works: fast, culturally fluent, with a platform already in place when the moment arrives. Diamond helps brands uncover conviction and express it boldly through enduring platform ideas, using them as springboards into high impact activation so brands can
participate in culture in unexpected ways.
Diamond’s commitment is reflected in its 20-year partnership with TD, which has played a major role in shaping the agency’s growth.
Over the past two decades, Diamond has grown into one of the most capable independent agencies in the country, with a single operating principle: refuse to accept the limits of what a creative agency can be.
To build awareness and increase blood donations among Gen Z, Diamond partnered with Peace Collective to create a special edition Donation Hoodie as a reward.
“What makes Diamond Diamond is the talent,” says president and co-founder Josh Diamond. “The most talented people in the industry, committing harder than the brief asks for, with the urgency that only independent ownership and a flat operating model make possible.”
Founded in experiential, every discipline since has been built to the same standard, none subordinate to the others. The result is a unified culture that refuses to default to safe choices, committing to making itself and its clients beautifully uncomfortable to deliver breakthrough results.
Canada Soccer’s “Our Game Now” platform reflects a truth at the centre of Canadian sport: Soccer, not hockey, is now the most-played game in Canada. The jersey swap was one such moment. Since then, the work has expanded into a manifesto film on CBC, running across broadcast, OOH and digital ahead of Canada’s World Cup debut on June 12. The World Cup did not create the story. The platform did.
Diamond launched “Our Game Now” with Canada Soccer, designed to unify Canadians around the men’s team ahead of the World Cup.
The same instinct runs through the work for Canadian Blood Services. Rather than leading with “You can save a life,” Diamond asked what the donor gets from giving. The “Who’s Saving Who” platform reframes blood donation as an experience of human connection, while the Donation Hoodie in partnership with Peace Collective features a zipper along the arm so donors can give blood without taking it off. “We landed on the ultimate humble brag,” says CSO Lori Davison. “A Canadian Blood Services hoodie, worn as a badge of honour by the donors who give.”
The Embrace, part of Diamond’s “Who’s Saving Who?” campaign for for Canadian Blood Services, leans into the reciprocal benefits of becoming a donor.
That willingness to ask different questions also drove the TD Insurance Pole Pillows campaign, part of the “Here When You Need Us” platform. Using precise collision data to identify accident prone parking lot pillars, Diamond wrapped them in branded, shock-absorbing plush cushions. It was a brilliantly tactile demonstration of care for the agency’s 20th year with the financial institution.
After identifying the parking lot poles most likely to be hit while driving, Diamond cushioned and branded them for TD Insurance.
A similar posture took Pizza Hut to the Blue Jays’ 2026 home opener without a sponsorship. Capitalizing on a loophole allowing fans to bring outside food into the stadium, Diamond launched “Uninvited.” The stunt successfully smuggled Hot Dog Stuffed Crust pizza into the park on opening day, hijacking the conversation, making Pizza Hut the most talked-about brand at the game and earning a shoutout on Saturday Night Live’s Weekend Update.
For Pizza Hut, Diamond launched “The Inside Job” to get the brand into the park on Blue Jays opening day.
Anticipating marketing’s most significant shift, Diamond also launched Bold AI, a sister company giving clients true technical execution rather than superficial prompt engineering. “Clients don’t need an AI extension. They need real capability,” says Diamond. “A year in, our most important clients are already building inside it, and the momentum has surprised even us.”
The brands that win the next decade will commit to a point of view and stay with it long enough to keep it alive. The agencies that build those brands will commit alongside them, move with urgency, and refuse the limits of what a creative agency is supposed to do. That is what Diamond has been doing for 20 years.
CONTACT:
Josh Diamond
Founder and president
jdiamond@experiencediamond.com
The 2026 A-Listers:
Pomp & Circumstance: Taking big swings
Fuse Create: Turning heads everywhere
Klick Health: Built to think differently
Pendo: The next-generation agency partner
Spark Foundry Canada: Outside the lane
Starcom Canada: Building a (people) movement
