Canadian hockey fans know the drill: decades of disappointment combined with countless "why don't you plan the parade?" taunts. This year Boston Pizza decided to take that advice literally and kicked off the playoffs with the bold statement: "If we plan it, we will win." The campaign asked hockey fans across the country to manifest a Canadian victory by celebrating as if it’s already happened. From planning the parade and prepping the parade bus, to spraying viewing areas with Champion Room Spray, to mapping out a proposed parade route through Edmonton, we turned a national frustration point into a shared, humorous act of faith. By harnessing millions of private manifestations into one national collective belief we cemented BP as the true home of Canada's Stanley Cup dreams.