After pledging $2 million, Scotiabank spent more than $3 million to help make Canada’s game more inclusive and welcoming.
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After pledging $2 million, Scotiabank spent more than $3 million to help make Canada’s game more inclusive and welcoming.
Read moreThe new ad featuring first openly trans pro hockey player Harrison Browne will be followed by other Hockey For All stories in the New Year.
Read moreDeveloped by Rethink as part of the bank’s “Hockey For All” platform, the campaign is built around a children’s book with diverse characters.
Read moreThe recently retired, though still familiar, hockey great appears in two new ads for the plant-based product.
Read moreThe bank will spend $2 million over the next year in support of grassroots efforts to make hockey more welcoming to underrepresented groups.
Read moreAfter two weeks of negative coverage, the league announces that players will be able to “voluntarily represent social causes with their stick tape throughout the season.”
Read moreRethink wins 23 of the night’s awards, including Best of the Best for Kraft Heinz’s “Hot Dog Pact,” though FCB wasn’t far behind with 19 trophies.
Read moreWith Hockey Canada under pressure to introduce much-needed changes, the new campaign from Gut represents Tim Hortons’ own vision for how to “improve the game’s culture.”
Read moreThe bank, which has made hockey the cornerstone of its marketing, said it was “appalled” at the allegations of sexual assault by Team Canada players in 2018.
Read moreThe campaign for the Get REAL Movement by Wunderman Thompson shows how Pride looks different when NHL teams won’t stand behind the LGBTQ+ community.
Read moreWillie O’Ree broke the NHL’s colour barrier 64 years ago this month, but the new campaign shows that racism is still prevalent in the modern game.
Read more“We’re very intentional with the work we’re doing to really talk about the customer as opposed to us,” says Scotiabank’s John Rocco.
Read moreCreated by Zulu Alpha Kilo, “Team Pride” reminds the league that hockey is supposed to be for everyone.
Read moreThe NHL’s Pride Nights send a message to LGBTQ+ youth that hockey is for them, says Sam Archibald. The pressure is on teams and sponsors to make sure they move forward and not backward
Read moreThe campaign by Innocean uses heartwarming, and hard-punching, stories about hockey families and their Hyundais.
Read moreBedard fits with Hyundai’s “Made for those who drive hockey” platform, which is about getting “players and officials and parents to and from the game safely,” said director of marketing, Christine Smith.
Read moreThe campaign from Forsman & Bodenfors encourages women to match playoff beards with playoff legs.
Read moreMerck’s “Be the MVP” platform encourages Canadians to be on the lookout for early symptoms of lung cancer.
Read moreThe new work from Juliet also includes a holiday advertising campaign.
Read moreWith its new ban on Pride jerseys and tape, the league has undermined its commitment to making the sport more inclusive.
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