2023 Winner
Jury Prize DEI
GoldBest Cultural Insights
SilverBest Integrated Campaign - Budget Over $250,000
SilverPlanning with Purpose
BronzeBest in CSR
Scotiabank
"Hockey Jersey"
PHD
"Hockey Jersey"
PHD
For over 50 years, Roch Carrier’s book The Hockey Sweater has introduced kids to the game. However, while Canada has become increasingly more diverse, only 1.33% of the top-selling children’s books about hockey include a female or BIPOC character. Studies show that positive and accurate media representations can enhance minority youth's self-concepts and motivations.
To inspire all kids to get out on the ice, the agency partnered with Black creators Jael Richardson and Chelsea Charles to create a modern story, inspired by Roch Carrier’s classic. Every aspect of the aptly titled The “Hockey Jersey”, from the characters and illustrations to the storyline, was crafted to increase representation, allowing kids of all backgrounds to see themselves in Canada’s sport.
Addressing systemic barriers and creating more inclusive conversations was at the
forefront of the rollout plan.
Their distribution for The “Hockey Jersey” was unlike any traditional book release. 85% of the books were earmarked for education and sent to schools and libraries across the country and all media drove to their campaign website where a free copy of the book was available for download.
The remaining 15% of the books were sold through Indigo and Independent bookstores. Where all proceeds were donated to Scotiabank’s philanthropic partner Hockey4Youth, an organization that helps introduce minorities to the game.
To gain immediate awareness and buzz around the books release, they partnered with Rogers, Canada’s top sports Broadcaster. Creating multiple features across hockey and parent related moments and leveraging well-known Canadian talent to personalize those moments with relatable first-person storylines.
On January 17th , The” Hockey Jersey” launched on TV, online and at NHL arenas across the country. With the help of prominent voices such as the book’s creators, journalist Tracey Moore, and even NHL players like PK Subban, Akim Aliu, Natalie Spooner and Cassie Campbell, they kickstarted a conversation about representation in hockey.
In tandem, they wanted on the street activations that could engage and activate communities. They strategically placed OOH in recreation centers that were in high indexing diverse neighbourhoods. All OOH creative was QR enabled driving local community members to the site for a free eBook.
On January 21st, Scotiabank’s preeminent hockey program, Hockey Day in Canada, went live in Owen Sound and Toronto. The day was centered around the book, which was prominently featured on-site and during the 15-hour long broadcast. In Toronto, Canada’s most diverse city, books were given away at the Bentway skating trail where Scotiabank hosted a “Hockey Jersey” themed event for families.
While Canada has become more diverse, hockey – Canada’s national sport – continues to be a game predominantly played and represented by white males.
Current hockey fans, and those who have historically felt excluded from the game, needed to see that Scotiabank’s commitment to creating meaningful change and increasing
representation was real and tangible.
Scotiabank needed to assume leadership in the conversation by connecting with the emerging generation of hockey lovers in a new way to truly live up to their “hockey for all” mission. They were successful in breaking down barriers and creating systemic change. Not only was the book a bestseller, but it was also adopted into the curriculum in school boards across the country and is now being taught in over 500 schools.
The book sold out in the first week, surpassing all sales projections, however this was only the beginning. The book went on to be taught in over 500 schools across the country and be a top 3 Children’s Book in Amazon and Apple Books.
Their campaign accumulated 125 pieces of coverage across all channels, garnering over 50MM paid & earned impressions. The campaign also drove consideration, as evident in the 41% VCR across social channels (9 points above benchmarks), 2.5M engagements & 44.8K unique visitors to the microsite.
Beyond media measurements, they improved key brand health metrics – Amongst people of colour, Scotiabank’s “reputation”, “recommendation” and “satisfaction” metrics reached the highest levels they’ve tracked to date with BrandIndex.
To inspire all kids to get out on the ice, the agency partnered with Black creators Jael Richardson and Chelsea Charles to create a modern story, inspired by Roch Carrier’s classic. Every aspect of the aptly titled The “Hockey Jersey”, from the characters and illustrations to the storyline, was crafted to increase representation, allowing kids of all backgrounds to see themselves in Canada’s sport.
Addressing systemic barriers and creating more inclusive conversations was at the
forefront of the rollout plan.
Their distribution for The “Hockey Jersey” was unlike any traditional book release. 85% of the books were earmarked for education and sent to schools and libraries across the country and all media drove to their campaign website where a free copy of the book was available for download.
The remaining 15% of the books were sold through Indigo and Independent bookstores. Where all proceeds were donated to Scotiabank’s philanthropic partner Hockey4Youth, an organization that helps introduce minorities to the game.
To gain immediate awareness and buzz around the books release, they partnered with Rogers, Canada’s top sports Broadcaster. Creating multiple features across hockey and parent related moments and leveraging well-known Canadian talent to personalize those moments with relatable first-person storylines.
On January 17th , The” Hockey Jersey” launched on TV, online and at NHL arenas across the country. With the help of prominent voices such as the book’s creators, journalist Tracey Moore, and even NHL players like PK Subban, Akim Aliu, Natalie Spooner and Cassie Campbell, they kickstarted a conversation about representation in hockey.
In tandem, they wanted on the street activations that could engage and activate communities. They strategically placed OOH in recreation centers that were in high indexing diverse neighbourhoods. All OOH creative was QR enabled driving local community members to the site for a free eBook.
On January 21st, Scotiabank’s preeminent hockey program, Hockey Day in Canada, went live in Owen Sound and Toronto. The day was centered around the book, which was prominently featured on-site and during the 15-hour long broadcast. In Toronto, Canada’s most diverse city, books were given away at the Bentway skating trail where Scotiabank hosted a “Hockey Jersey” themed event for families.
While Canada has become more diverse, hockey – Canada’s national sport – continues to be a game predominantly played and represented by white males.
Current hockey fans, and those who have historically felt excluded from the game, needed to see that Scotiabank’s commitment to creating meaningful change and increasing
representation was real and tangible.
Scotiabank needed to assume leadership in the conversation by connecting with the emerging generation of hockey lovers in a new way to truly live up to their “hockey for all” mission. They were successful in breaking down barriers and creating systemic change. Not only was the book a bestseller, but it was also adopted into the curriculum in school boards across the country and is now being taught in over 500 schools.
The book sold out in the first week, surpassing all sales projections, however this was only the beginning. The book went on to be taught in over 500 schools across the country and be a top 3 Children’s Book in Amazon and Apple Books.
Their campaign accumulated 125 pieces of coverage across all channels, garnering over 50MM paid & earned impressions. The campaign also drove consideration, as evident in the 41% VCR across social channels (9 points above benchmarks), 2.5M engagements & 44.8K unique visitors to the microsite.
Beyond media measurements, they improved key brand health metrics – Amongst people of colour, Scotiabank’s “reputation”, “recommendation” and “satisfaction” metrics reached the highest levels they’ve tracked to date with BrandIndex.
Credits
PHDDrew Himel, Planning Manager, PHD Canada
Ellen Pereira, Planning Director, PHD Canada
Kristen Li, Social Manager, PHD Canada
Mallory Thompson, Senior Manager, Activation, PHD Canada
Patrick Reynolds, Planning Manager, PHD Canada
Scotiabank
Kaitlyn Keon, Manager, Global Sponsorship Marketing
Matthew Dicker, Senior Manager
Diana Colley, Assistant Manager, Brand Management & Sponsorships
Nick Kalyn, Manager, Global Sponsorship Marketing
Kelsey Wolff, Senior Manager, Global Sponsorship Marketing
Rethink
CCO: Aaron Starkman
CSO: Sean McDonald
ECD: Mike Dubrick
Creative Directors: Caroline Friesen, Robbie Percy, Dhaval Bhatt
Art Director: Caroline Friesen, Ashley Park
Writer: Robbie Percy, Aman Soin
Designer: Brie Lim
Group Strategy Director: Crystal Sales
Integrated Producers: Kate A Spencer, AJ Merrick, Agnes Gilchrist
Director of Broadcast Production: Nadya MacNeil
Broadcast Producer: Alex Butt
Group Business Lead: Amanda Dornan
Group Account Director: Daniel Riggi
Account Supervisor: Sandra Stainton
Account Manager: Geraldine Sebastian
PR Lead: Meredith Montgomery
PR Manager: Chenda McKissick
PR Specialist: Kaitlyn Vian
PR Specialist: Tara-Lush Benson
PR Coordinator: Claire Tam