Earlier this month, a groundbreaking move came from DoorDash Canada when it unveiled a new endeavour to unite women\u2019s sports across the country. Spurred by the brand becoming the official on-delivery platform partner of the Professional Women\u2019s Hockey League (PWHL), this meant that given its preexisting collaborations with the Women\u2019s National Basketball Association (WNBA) and Northern Super League (NSL), it had the opportunity to do something bold. And, that\u2019s exactly how the \u2018BRING IT IN\u2019 campaign was born.<\/p>\n
Centred around affirming DoorDash\u2019s commitment to empowering local economies and making women\u2019s sports more accessible to fans, this undertaking, created in partnership with Broken Heart Love Affair, saw the delivery service rewrite the playbook, scrapping traditional league versus league rivalry in favour of a united marketing front. Brought to life in the form of a rhythmic, dance-driven hero spot intercut with high-intensity game-day footage, the new platform celebrates collective strength, whilst simultaneously capitalising on the recent momentum surrounding women\u2019s sports to embed itself in fan culture.<\/p>\n
Things didn\u2019t end there either. At the same time, the brand revealed the \u2018BRING IT IN\u2019 Roster, inviting small and medium-sized restaurants to stream WNBA, NSL and PWHL games for in-person diners, while also running promotions for those ordering at home. An initiative that allowed these venues to position themselves as genuine fan destinations, it all served to further the goal of not only boosting the visibility and accessibility of women\u2019s sports, but having DoorDash serve as a meaningful changemaker from coast to coast.<\/p>\n
To learn more about how all of this came together, LBB\u2019s Jordan Won Neufeldt sat down with Broken Heart Love Affair\u2019s partner and chief creative officer, Carlos Moreno, senior vice president, strategy, Kristy Pleckaitis, and DoorDash Canada\u2019s head of brand and creative, Heather Cameron.<\/p>\n<\/p>\n
LBB> The decision to unify the PWHL, NSL, and WNBA is amazing! How long has this been in the works for, and what was the process like?<\/p>\n
Heather> While DoorDash has been a long-time believer in women\u2019s sports in Canada \u2013 and first and foremost, we show up as proud fans through our partnership with the WNBA and as a founding partner of the NSL \u2013 \u2018BRING IT IN\u2019 only became possible with the addition of the PWHL, a deal we are very excited about. The idea came together fast: three calls, three leagues, and one shared goal. In just three months, what started as a conversation became a movement built on the belief that we\u2019re stronger together.<\/p>\n
LBB> Building on this, how does \u2018BRING IT IN\u2019 support your goal of empowering local economies?<\/p>\n
Heather> The culture of food and the culture of sport unite communities. As women’s sports chart their own path, the opportunity became clear: we can rewrite the partnership playbook in tandem. From nationwide TV coverage, to stadium activations, to neighbourhood restaurants, \u2018BRING IT IN\u2019 tells a story of unstoppable solidarity. It connects what happens on the court, field and ice to what happens in our communities. It\u2019s about amplifying women\u2019s sports, fuelling local businesses, and redefining how brands show up in partnership.<\/p>\n<\/p>\n
LBB> With that in mind, what was the creative iteration process like for this announcement? And what made high-energy, rhythmic dance the right way to break the news?<\/p>\n
Carlos> Ideation was fast and raw. We wanted to capture a feeling of the moment we are all living in the context of women\u2019s pro sports. In turn, capturing the excitement and the energy led us to \u2018steppin\u2019. It\u2019s not a passive form of dance; it makes a point, communicating excitement in a non-expected way.<\/p>\n
In terms of \u2018BRING IT IN\u2019, when we presented five ideas to the client, very quickly it became obvious what the line brought to the table: the connection between the leagues, the comradery that exists between all female athletes (supporting each other), the idea of one team, and the connection to DoorDash.<\/p>\n
LBB> Notably, you worked with Untitled\u2019s Wendy Morgan as director. What made her the right person for the job, and overall, how was the shoot? Do you have any anecdotes?<\/p>\n
Carlos> Wendy is pure magic and a great collaborator. Her experience in dance, music videos and choreography made her the right choice. Endless energy and passion through the roof!<\/p>\n
We filmed the spot in Joburg. The crews were great, and watching the rehearsals that the steppers went through was amazing. The Montreal crew mixed with South African dancers was very special to watch.<\/p>\n
As for anecdotes, let\u2019s just say that this job took everything we had to get it done in time for the WNBA playoffs. One of us even ended up needing a little extra care in a hospital. We got the nurses and doctors a little McDonald\u2019s to get a little extra love and care.<\/p>\n<\/p>\n
LBB> How much original footage did you have to capture, in order to get everything you needed? And what was the process like of blending sports sequences into the work, in order to achieve the desired result?<\/p>\n
Carlos> Almost all the shots were original. And, Wendy had a great overall approach to include the sequences from the leagues. It came down to having a look and feel that delivered on the raw energy of the steppers that would blend perfectly into the sports footage. On top of that, Steve Puhach, our editor at Nimiopere, blended the footage perfectly. He was also magic during the journey!<\/p>\n
LBB> What challenges have you faced during this project? How did you overcome them?<\/p>\n
Kristy> Given the magnitude of this project, we knew we\u2019d face our share of challenges, from a compressed timeline, to the complexity of securing buy-in not only for the idea, but for all the legalities surrounding player usage, footage, and brand standards. It was the first time any of these three leagues and DoorDash had ever come together in this way, so there were no rules to follow, and no precedent to lean on. In some ways, that meant fewer boundaries, but also entirely new kinds of challenges. Still, the excitement for the opportunity and the shared belief in the work and each other meant everyone moved mountains \u2013 and fast \u2013 to bring this to life.<\/p>\n<\/p>\n
LBB> Since launch, how have people responded?<\/p>\n
Kristy> With energy, excitement, and honestly, with tears in their eyes. Bringing women\u2019s pro sports to the world stage \u2013 where it has always deserved to be \u2013 has been a long, hard-fought battle. But seeing real brands finally stand behind the leagues? It feels like a turning point \u2013 a moment that changes everything.<\/p>\n
Heather> The momentum behind women\u2019s sports is unstoppable. We\u2019ve seen fans celebrate the visibility they wished existed years ago. That enthusiasm is showing up in restaurants, in orders, and in conversation. Representation fuels connection, and that\u2019s exactly what we\u2019re seeing.<\/p>\n
LBB> Aside from the creative, you also kicked this campaign off with the launch of the \u2018BRING IT IN\u2019 Roster. How does it work, and as a whole, how does everything fit into DoorDash\u2019s branding for the future?<\/p>\n
Heather> Restaurants are where community fandoms come together. With the \u2018BRING IT IN\u2019 Roster, we\u2019re turning local eateries into hubs for women\u2019s sports. Neighbourhood by neighbourhood, across the country, restaurants are joining the platform, making a commitment to broadcasting WNBA, NSL, and PWHL games and delivering game-day exclusives for fans. Restaurants aren\u2019t just feeding fans \u2013 they\u2019re fuelling the movement.<\/p>\n
As for branding, this isn\u2019t a departure; it\u2019s an evolution. Our mission to grow and empower local economies is unchanged, and will always be evident in our brand. \u2018BRING IT IN\u2019 just brings that mission to life in a new way. Through storytelling and choreography, we\u2019re showing what community feels like when it comes together.<\/p>\n
LBB> Finally, is there a part of this project you\u2019re especially proud of?<\/p>\n
Kristy> Making it happen. Because when you believe in the work, and the team beside you, the impossible starts to feel within reach. Women\u2019s pro sports are rising, and we wouldn\u2019t be here without taking bold chances and backing each other every step of the way. That same spirit is exactly how we approached this project: with belief, collaboration, and the drive to make it real.<\/p>\n
Heather> I\u2019m most proud of the commitment behind it all. Every league, every restaurant, every agency, and every creator came together as one team with a shared belief: that women\u2019s sports deserve to be seen, celebrated, and supported\u2026 and that we all want more. That collective spirit is what \u2018BRING IT IN\u2019 is all about.<\/p>\n","protected":false},"excerpt":{"rendered":"Earlier this month, a groundbreaking move came from DoorDash Canada when it unveiled a new endeavour to unite…\n","protected":false},"author":2,"featured_media":246531,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[73],"tags":[134816,134818,134817,99,434],"class_list":["post-246530","post","type-post","status-publish","format-standard","has-post-thumbnail","category-wnba","tag-behind-doordash-canadas-decision-to-unite-the-wnba","tag-broken-heart-love-affair","tag-nsl-and-pwhl","tag-sports","tag-wnba"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/246530","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=246530"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/246530\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/246531"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=246530"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=246530"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=246530"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}