Behind the Scenes: Baffin x CFL “Passion Unites Us” Campaign

On June 8th, Baffin kicked-off its second year as the official Boot of the Canadian Football League (CFL) and the Grey Cup with the launch of a new campaign Passion Unites Us. Developed in partnership with creative agency Elemental®, the campaign was shot in Baffin’s Stoney Creek, ON headquarters and features Baffin employees pridefully showcasing their support of the CFL and its nine teams.

The Passion Unites Us campaign features Baffin employees from various areas of the operation, from front office staff and the warehouse team to factory line and maintenance crew members. The entirety of Baffin’s business is represented by featuring the same people who put their passion behind their work and provide Baffin customers with the products they love. Shown in their natural work role, from driving the forklift through rows of inventory to managing moulding machines, the campaign shifts to these team members showing their CFL team pride, each representing a different team’s colours and logos, face paint included.

Baffin CFL Campaign

 Sidney Durante, Marketing Coordinator

On May 3rd, 2023, Baffin’s 166,000 square foot Canadian headquarters was transformed into a film set – with a camera crew, makeup artist and creative team arriving to spotlight both Baffin’s headquarters and staff.

Munesh Raj, Manager, Customer Experience


Since 1979, Baffin has been committed to the manufacturing of products in Canada and has continued to repatriate its production, now having more product than ever before manufactured in the Stoney Creek factory. Staffed by approximately 70 employees, the Stoney Creek facility is home to Baffin’s head office, Canadian production facility and international warehouse – making it the perfect backdrop for the Passion Unites Us campaign.

Dario Komsic, Production Manager


The ad begins with Production Manager, Dario Komsic, in the warehouse as the lights go up on another day at Baffin. In the opening sequence, viewers get a peek into the facilities and the Baffin team hard at work. The workshop where our maintenance crew manages the upkeep of our machines (some of which have been in use since the 1970’s), the injection moulding machines where Baffin’s rubber products are formed, the sewing line where boots are trimmed, stitched and stamped and the head office are all featured.

As the campaign states, Baffin is more than a partner of the CFL, we’re fans first. The camera cuts to Baffin employees geared up and ready to cheer on a CFL team. Leadhand, Loan Nguyen, represents hometown team the Hamilton Tiger-Cats at her station manufacturing Baffin’s Multi-Layer Inner Boot Systems; Supervisor, Wayne Buckley, drives a forklift sporting Saskatchewan Roughriders green and Marketing Coordinator, Sidney Durante, welcomes guests to the office while supporting the Montreal Alouettes.

Wayne Buckley, Supervisor


Next up is Packer, Peuraca Rodaojka, showing off her pride for the Calgary Stampeders and Customer Experience Manager, Munesh Raj, supporting the reigning Grey Cup champs, the Toronto Argonauts.


Peuraca Rodaojka, Packer


Shooting this campaign at our home base with the whole team – those who were featured in-front of the camera and those who were cheering them on from the sidelines – was a Baffin memory we won’t soon forget. Excitement is in the air and we’re ready for CFL kick-off, rooting for all teams across Canada.


Loan Nguyen, Leadhand


A special thank you to the Baffin employees who starred in this campaign: Dario Komsic (Production Manager), Loan Nguyen (Leadhand), Wayne Buckley (Supervisor), Sidney Durante (Marketing Coordinator), Peuraca Rodaojka (Packer) and Munesh Raj (Manager, Customer Experience).

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