2022 Winner
BronzeBest in Sponsorships
BronzeBest in Brand Integration
Scotiabank
"Hockey For All"
PHD
"Hockey For All"
PHD
Canada is the most diverse country in the world. But our national game has problems with racism, misogyny, homophobia and transphobia. As a major sponsor of the game, it was time for Scotiabank to take a stand and address the issues head-on.
The start of a new season was the perfect time to reset the tone and work towards a more inclusive sport. Scotiabank, hockey’s biggest sponsor, marked the start of the 2021/22 season with a new TV spot juxtaposing real athletes of diverse backgrounds with real messages of hate that target them. The spot launched the broadcast and played in-arena before the games.
Editorial in the Hockey Day in Canada broadcast honoured the trailblazers who are striving to create a more inclusive and diverse sport for future generations with vignettes and discussions.
Social media responded immediately. Many Canadians were ready to celebrate a new vision for the game. As the broadcast continued, thousands took to social channels embracing the stand Scotiabank was taking and echoing it in their posts and tweets.
Having sparked a conversation at a national level on the game’s biggest day, it took the campaign to communities across the country. It turned rink boards into a platform to extend support. OOH placements turned posts and tweets from everyday Canadians, and trailblazers like PK Subban, into statements in local arenas.
A photojournalist documented the diversity that does exist in the grassroots of the game. The images were used in billboards in arenas across the country.
On social media, it told stories of players that had overcome discrimination. Taking a stand against discrimination in hockey is relatively unheard of.
Extending the message through editorial content, with contributions from leaders in hockey commentary, helped to emphasize the need for change. Consciously creating an exchange in social media enlisted Canadians in reimaging what hockey can be, and putting real words and images of diversity in the sport in arenas across the country added authenticity to the movement.
The paid campaign reached 1 in 4 Canadians. Its impact was massively extended by coverage in leading media properties, including the Globe & Mail, Bloomberg and Breakfast Television. Tens of thousands of Canadians voiced their support in social media. Across the country, players from marginalized groups had visible support as they redefined hockey with their passion for the game.
The start of a new season was the perfect time to reset the tone and work towards a more inclusive sport. Scotiabank, hockey’s biggest sponsor, marked the start of the 2021/22 season with a new TV spot juxtaposing real athletes of diverse backgrounds with real messages of hate that target them. The spot launched the broadcast and played in-arena before the games.
Editorial in the Hockey Day in Canada broadcast honoured the trailblazers who are striving to create a more inclusive and diverse sport for future generations with vignettes and discussions.
Social media responded immediately. Many Canadians were ready to celebrate a new vision for the game. As the broadcast continued, thousands took to social channels embracing the stand Scotiabank was taking and echoing it in their posts and tweets.
Having sparked a conversation at a national level on the game’s biggest day, it took the campaign to communities across the country. It turned rink boards into a platform to extend support. OOH placements turned posts and tweets from everyday Canadians, and trailblazers like PK Subban, into statements in local arenas.
A photojournalist documented the diversity that does exist in the grassroots of the game. The images were used in billboards in arenas across the country.
On social media, it told stories of players that had overcome discrimination. Taking a stand against discrimination in hockey is relatively unheard of.
Extending the message through editorial content, with contributions from leaders in hockey commentary, helped to emphasize the need for change. Consciously creating an exchange in social media enlisted Canadians in reimaging what hockey can be, and putting real words and images of diversity in the sport in arenas across the country added authenticity to the movement.
The paid campaign reached 1 in 4 Canadians. Its impact was massively extended by coverage in leading media properties, including the Globe & Mail, Bloomberg and Breakfast Television. Tens of thousands of Canadians voiced their support in social media. Across the country, players from marginalized groups had visible support as they redefined hockey with their passion for the game.
Credits
PHD:• Jillian Mlot – Senior Planning Manager
• Drew Himel – Planning Manager
• Kristen Li – Social Manager
• Dana Dolensky – Digital Activation Director
• Felicia Pierskalla – Senior Planning Manager
• Laura Leonard – Business Lead
• Angie Genevose – Managing Director
Scotiabank Clients:
• Laura Curtis-Ferrera - Chief Marketing Officer
• John Rocco - Vice President, Marketing
• Mike Tasevski - Vice President, Global Sponsorships
• Lisa Ferkul - Director, Hockey Sponsorship
• Nick Peragine - Senior Manager, Global Sponsorships
• Doug Johnson - Senior Manager, Communications
• Matthew Dicker - Manager. Global Sponsorships
• Alex Chiarlitti - Assistant Manager. Global Sponsorships
Rethink – Creative Agency:
• Niki Sahni – Group Account Director
• Daniel Riggi – Account Director
• Gib Hassan – Account Manager
• Alex Rousom – Account Manager
• Meredith Montgomery – Strategic Communications
• Sara Lemmermeyer – Communications Manager