The Dual Fan Scarf

OneMethod

Toronto, Ontario, Canada

Client: FanDuel

In the highly competitive landscape of online betting, nothing was more 
important than crushing at FIFA World Cup. To do that, FanDuel Canada looked 
for a meaningful way to connect with fans. And while most sports fans are 
forced to support one team, FanDuel identified that 44% of Canadians are 1st or 2nd generation immigrants, meaning that many support two teams. That insight inspired FanDuel’s Dual Fan Scarf, the first football scarf designed for Canada’s unique form of fandom. 47 unique scarves were designed, each featuring Canada on one side and another nation in the World Cup on the other.

The scarves were introduced on social media and then given away to die-hard fans, conflicted fans and even a few famous fans. Results-wise, the scarves helped increase unaided brand awareness by 50% and double the brand’s projected user acquisitions. More importantly, they helped drive their best month of revenue ever. It earned over 34 million impressions including coverage on multiple national TV networks, hitting the front page of The Globe & Mail and being named to AdAge’s “Best World Cup ads of 2026.” Most importantly, fans truly love it and how it supported their unique reality for supporting their team(s).  

Credits

EVP, Managing Directors: Max Sawka, Cathy Mitchell

Creative Directors: Jenny Luong, Scott Lew

Associate Creative Director: Sophia Wilby

SVP, Executive Design Director: Jeffery Rae RGD

Senior Designer: Matt Doyle

Designers: Pantea Kouhpayeh, Eldhose Kuriyan Associate RGD

Editor/Motion Designers: Neil Doleman, Tim Pienta, Viktoriia Tyshchuk, Travis Liu

Brand Platform: We All Speak Footy

General Manager: Dale Hooper

VP, FanDuel: Tom Burdakin

Marketing Director: Dean Bender

Communications Manager: Brittany-Anne Hendrych

Brand Strategy: Jess Pomeroy

Brand Marketer: Melissa Airdrie

Brand Marketer: Danielle Bazzocchi

Content Marketer: Taylor Bowes

SVP, Client Services: Mark Hewitt

Account Director: David McAnoy

Sr. Project Manager: David Terpstra

Studio Director: Sanjay Mangar

Senior Creative Technologist: Jamie Kaiser

Photographer: Ian Flynn, Dave Todon

PR: Narrative XPR

Account Director: Sheri Clish

Senior Account Manager: Tanny Chiu

Media: UM

Sr. Media Planner, Connections Planning: Riley Wolfe

Planner, Connections Planning: Hannah Rudin

Social and XM: Bonus Track

Research Agency: Angus Reid

Production (Scarf): Genumark

Production (Kit): Media Incite