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Scotiabank wants more hockey for all

After pledging $2 million, Scotiabank spent more than $3 million to help make Canada’s game more inclusive and welcoming.

Brands

Scotiabank teams up with trans athlete for next chapter in ‘Hockey For All’

The new ad featuring first openly trans pro hockey player Harrison Browne will be followed by other Hockey For All stories in the New Year.

Brands, New creative

Scotiabank’s new, more diverse story about hockey

Developed by Rethink as part of the bank’s “Hockey For All” platform, the campaign is built around a children’s book with diverse characters.

Brands

P.K. Subban introduced as Silk’s ‘plantbassador’

The recently retired, though still familiar, hockey great appears in two new ads for the plant-based product.

Brands

Scotiabank launches new platform to make hockey more diverse and inclusive

The bank will spend $2 million over the next year in support of grassroots efforts to make hockey more welcoming to underrepresented groups.

Brands

NHL reverses ban on Pride Tape

After 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.”

Awards

CMA Awards roundup—Ryan Reynolds thank-you video included

Rethink 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.

Brands, New creative

Tim Hortons celebrates those making hockey more inclusive in Canada

With 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.”

Brands

Big brands follow Scotiabank in pausing Hockey Canada sponsorship

The 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.

Brands, Equality

Anti-discrimination group wants to keep Pride in the NHL

The campaign for the Get REAL Movement by Wunderman Thompson shows how Pride looks different when NHL teams won’t stand behind the LGBTQ+ community.

Brands, New creative

Budweiser and Hockey Diversity Alliance shine a light on racism in hockey

Willie 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.

Brands, New creative

In a world full of ‘Bad Advice,’ Scotiabank looks to be a beacon of sanity

“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.

Brands, Creative in Brief

PFLAG calls out NHL ban on themed jerseys

Created by Zulu Alpha Kilo, “Team Pride” reminds the league that hockey is supposed to be for everyone.

Opinionnation

Even with some players offside, the NHL must keep playing with Pride

The 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

Brands, New creative

With Bedard and two sets of hockey brothers, Hyundai goes big for NHL puck drop

The campaign by Innocean uses heartwarming, and hard-punching, stories about hockey families and their Hyundais.

Brands

How Hyundai plans to use Bedard to drive its NHL sponsorship

Bedard 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.