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Canada Basketball & Sapientnitro Honour 125 Years of Basketball

TORONTO, ON (July 7, 2016) – Today, Canada Basketball and SapientNitro released Sorry,” a PSA that celebrates 125 years of basketball in Canada. The spot marks the beginning of a relationship between the partners, one aimed at creating a national movement around the already red-hot basketball fever that has swept the country in recent years.

“Canada has a rich history of basketball, beginning with its creation 125 years ago by Dr. James Naismith – a Canadian,” said Michele O’Keefe, President & CEO, Canada Basketball. “As we continue to see the game and our athletes flourish, from the grassroots to the world stage, we’re excited to connect Canadians with Canada Basketball.”

The spot flips a Canadian stereotype on its head, spinning Canada’s tendency to politely over-apologize off the court into a playfully confident taunt on the court. The spot is littered with familiar faces and Canadian basketball powerhouses, including: Raptors Point Guard, Cory Joseph, 2x NBA MVP Steve Nash, 2015 2x Gold Medalists, Kia Nurse, Tamara Tatham and Miah-Marie Langlois, members of the 2016 Rio Paralympic Wheel Chair team; and recent NBA 7th overall draft pick Jamal Murray.

“We’re in the midst of a basketball moment in this country, so we really wanted to push Canada Basketball into the conversation and create a movement in a confident but quintessentially Canadian way,” said Chad Borlase, Creative Director at SapientNitro. “It was a great opportunity to do some pro bono work and shed some light on an organization that Canadians may not be aware of.”
SapientNitro partnered closely with production company OPC from the early going, tapping recent Gold Lion recipient Max Sherman as Director. Other production partners included Saints for editing, Alter Ego for post-production, Boombox for audio and Fort York for VFX. This project was also funded by the Government of Canada.


About Canada Basketball
Canada Basketball is the National Sporting Organization for the sport of Basketball in Canada. Canada Basketball is respected throughout the world and is recognized by the International Amateur Basketball Federation (FIBA) and the Government of Canada as the sole governing body of the sport of amateur basketball in Canada.
Canada Basketball represents all basketball interests, provides leadership, coordination and direction in all areas of the sport of basketball. More at
About SapientNitro
SapientNitro®, part of Publicis.Sapient, is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement, and omni-channel commerce. We call it our Storyscaping® approach, where art and imagination meet the power and scale of systems thinking. SapientNitro’s unique combination of creative, brand and technology expertise results in one global team collaborating across disciplines, perspectives and continents to create game-changing success for our Global 1000 clients, such as Chrysler, The Coca-Cola Company, Lufthansa, Target and Vodafone, in 31 cities across The Americas, Europe and Asia-Pacific. For more information, visit

SapientNitro and Storyscaping are registered service marks of Sapient Corporation.
Watch the spot here: #SoSorry ENG: FRN: