Mosaic North America has been named Canadian agency of record for the Buffalo Bills. The partnership focuses on growing the NFL football team’s fan base in Canada, with Mosaic leading strategy and creative in-market, and deepening the team’s connection with Bills Mafia north of the border.
Mosaic’s debut work for the team is a Toronto-wide playoff activation that transformed familiar “Post No Bills” signage into bold “Go Bills” rally cries across the city. Launched overnight following the end of the regular season, the campaign replaces hoarding walls with large-scale street tags across Toronto — from Queen West and Little Italy to the Distillery District and the West Don Lands — creating a mysterious, highly visible rally cry tied to the Buffalo Bills’ playoff push.
Each installation features a QR code that drives fans to a dedicated landing page, where they can sign up for Buffalo Bills Canada communications and enter a playoff contest offering flights, hotel, and game tickets. One winner is selected each weekend for every round the team remains in the postseason, allowing the campaign to evolve in real time alongside the playoff run.
The work taps into a long-standing truth about the franchise: Ontario is already a meaningful part of the Buffalo Bills’ fan base. On any given game day, Ontarians accounted for an estimated 20% of attendees at Highmark Stadium, home to the Bills. With the NFL encouraging northern teams to expand their fan bases beyond the U.S., Mosaic’s mandate is to build fandom and engagement in Canada by meeting fans where they already show up.
“The goal with this campaign was to create a kind of love letter to fans, from fans. Something they could feel part of,” said Dan Berzen, creative director at Mosaic. “It was designed as a living idea — one that shows up in the streets, on social, and in what fans take home with them. That approach reflects the kind of integrated, culture-led work Mosaic is focused on building.”
To give fans a tangible way to carry the rally beyond the streets, Mosaic partnered with Toronto-based Peace Collective on a limited run of “Billieve” merchandise. Featuring a custom wordmark that blends Buffalo Bills fandom with Canadian pride through a maple leaf treatment, the design appears both as large-scale murals within the takeover and across apparel.
Mosaic partnered with Peace Collective and the Bills on a limited-edition “Billieve” playoff apparel collection, including a tee and hoodie. The designs, featuring a custom wordmark by Toronto-based artist Paul Glyn-Williams, extend the street campaign into wearable form. Glyn-Williams, known for vibrant, large-scale murals that blend graffiti, digital art, and realism, often celebrates iconic moments in Canadian sports culture, including murals depicting Vince Carter’s legendary dunk and José Bautista’s bat flip.
The work is anchored in the Buffalo Bills’ owned social channels, with hero content and cutdowns running across Instagram, X, and TikTok, supported by a targeted Meta buy focused on Canadian audiences. High-resolution photography and short-form video captured during the overnight takeover fuel social, PR, and influencer outreach, while MLSE-powered digital out-of-home placements extend the campaign into high-traffic locations across Toronto.
If the Buffalo Bills continue their playoff run, the campaign will remain in market, with additional extensions planned to match each stage of the postseason.
Here’s a “Buffalo Bills Herding Walls” campaign video directed by Tristan Laughton.
