With a little over two weeks before Stampede 2013, Calgary and southern Alberta were hit with the worst flooding in the province’s history. Along with many surrounding communities, Stampede Park was heavily damaged. With Calgary Stampede’s promise that “the show would go on” in spite of recent flooding, a new community sentiment began to rise: Calgarians will get through this ‘come hell or high water’.
Within hours of floodwaters receding, working alongside the Calgary Stampede marketing team, and with pick-up trucks as our new offices, C&B Advertising had designed and printed the first run of Hell or High Water t-shirts.
This can-do sentiment snowballed through the community and social media channels. T-shirt printers worked 24/7 to meet demand. The rest is history. In the end, 160,000 t-shirts were sold and distributed around the world by volunteers, raising over 2.1 million dollars for the Canadian Red Cross Flood Relief Fund. All in the span of three short weeks.
