Crafting a Purpose-Led Partnership Through a First-of-its-Kind Jersey Activation 

Partnered with AFC Toronto and Dove to lead strategy, creative direction, production, and campaign execution for Change the Compliment — a purpose-driven initiative replacing player surnames with words of empowerment to change how young women are complimented.

The activation debuted during AFC Toronto’s Fan Appreciation Match, transforming jerseys into storytelling platforms, introducing a fan customization station, and driving participation across social and earned media.

Across owned channels and player posts, the campaign generated 1M+ total impressions, 4,100+ engagements (likes, comments, shares, and reposts), and reached 162,000+ through media coverage across national outlets including Campaign in Canada, TSN The Shift, The Gist, and SIRC.

Attendance topped 3,181 fans in-stadium, with additional exposure across national NSL broadcast and streaming audiences.

Tiebreaker is currently leading strategy + creative on next season’s Dove x AFC Toronto partnership.