Tonight, Canadians from coast to coast to coast will watch the Toronto Blue Jays take on the L.A. Dodgers in Game 6 of the World Series – at the Rogers Centre, at home, in bars, at watch parties. To help the current generation of Jays faithful rally around the club, team owner Rogers recently released a gritty, emotional one-minute spot that harkens back to 1993, the last time the team won the Fall Classic.

Developed in partnership with Publicis Canada, the “Bring It Home” campaign features real fans in real bars in Toronto, Vancouver, Quebec City, Calgary, Halifax and Georgian Bay, and used social media and local intel to find the most passionate supporters. The campaign rolled out across paid and organic social, broadcast TV and out of home. Rogers also activated in-game broadcast elements and extended the campaign beyond the stadium with giveaways across the country.

With each home game, Rogers is giving away 500 free tickets to fans. For example, Rogers popped up in different parts of Toronto, including watch parties and restaurants, as fans were watching Game 1 to surprise fans with tickets for Game 2. Rogers is also running a national ticket giveaway for its customers, giving away hundred of tickets, though “Rogers Beyond the Seat.”

Terrie Tweddle, chief brand and communications officer for Rogers, tells strategy the campaign taps into the unique position of the Blue Jays: while most teams represent a city, the Jays represent an entire country. “The Blue Jays are Canada’s baseball team with fans from every corner of the country,” Tweddle says. “As proud owner, we wanted to celebrate Canadian pride, unity and the power of sport to bring people together.”

To bring the campaign to life on screen for the commercial spots, online across Rogers’ website and social and in-person through its ticket giveaways, Rogers partnered with a mix of internal creative teams and external agencies, including SDI on activations.

To show support, the company also updated its trademark Rogers red to Blue Jays blue across social media, out-of-home placements, and even on the main signage at Rogers Centre. Even the Toronto Maple Leafs joined the rally, making a cameo in the spot and cheering on the Blue Jays on social media. Hip-hop artist Luu Breeze, a lifelong Jays fan, did the voice over for the spot.

“This is more than a baseball campaign – it’s a national rallying cry,” Vini Dalvi, CCO at Publicis Canada, said in a press release. “From coast to coast to coast, the Blue Jays are Canada’s team. And with Rogers behind them, the story naturally stretches as far as the country does. It’s about belonging, pride and showing the world what home really means.”