2024 Winner

CASE SUMMARY

For over 50 years Scotiabank has celebrated the role of hockey in Canadians’ lives. In 2021, an onslaught of news of racism, homophobia and other harmful behaviours in the sport, revealed that the national game has a serious diversity and inclusion problem.

While most sponsorships serve solely as an awareness driver, Scotiabank leveraged its support of hockey as a responsibility to help shape its future in Canada. Scotiabank launched their hockey for all platform — a commitment to making the game more diverse, inclusive and accessible for all. While year one focused on calling out the issues plaguing the game, Scotiabank knew they had to do more than talk the talk. Canadians who had historically been excluded from the game needed to see that Scotiabank’s commitment to creating meaningful change was tangible.

Children’s books about hockey are part of Canada’s culture. But much like hockey, books about the sport have a massive diversity problem. In fact, 94% of children’s books about hockey don’t include diverse characters. Books like Roch Carrier’s The Hockey Sweater, with an all-white, male cast of characters and heavy Catholic influence, have introduced millions of Canadian children to the game — leaving a massive portion without ever seeing themselves represented. This led to their insight: if kids don’t see themselves on the page, they’ll never play.

Scotiabank set out to change that. Working with a Black author and illustrator team to create, “The Hockey Jersey”, a more diverse, inclusive children’s hockey story commissioned to reach underrepresented families and help close the gap in hockey literature, and the game itself. A full 360 campaign centered around the book’s launch was developed with endorsements from personalities and Scotiabank Teammates like PK Subban and Cassie Campbell-Pascall.

On January 17th, “The Hockey Jersey” launched on TV, online, and at NHL arenas across the country. Social and digital creative introducing the book went live alongside OOH in diverse neighbourhoods. All content drove to a microsite where audiences could learn more and get a copy at retail partners. To increase accessibility, a free ebook version was made available as well as an educator guide and copy request form for schools, libraries and community programs.

On January 21st, Scotiabank’s marquee hockey program, Hockey Day in Canada, went live with a 14-hour-long broadcast highlighting the book throughout. At satellite launch parties, books were given away at Hockey Jersey themed events for families.

With 40,000 books printed, “The Hockey Jersey” now lives in over 1400 schools, 750 Little Free Libraries, and over 30 public library councils, reaching the next generation of players. With all proceeds of the books’ sales donated to Hockey4Youth, a philanthropic partner of hockey for all, over $43,000 has been directed to supporting free on-and off-ice programming for diverse and high-priority youth.

“The Hockey Jersey” created a significant impact on brand metrics with a POC population showing a 76% increase in reputation vs. previous year and a 14% increase in those likely to Consider.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Director: 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
Production Company: Steam Films
Executive Producer: Jill Brennan
Line Producer: Kirsta Teague
Director: James Michael Chiang
DoP: Keenan Lynch
Editing Facility: School Editing
Editor: Monica Remba
Assistant Editor: Bianca Bissada
Partner/Executive Producer: Sarah Brooks
Finishing Facility: Darling VFX
Colourist: Patrick Samaniego
Colour Assistant: Eric Kingsbury
Executive Producer: Will Culverwell
VFX Artist: Faith Clark
Executive Producer: Morgan Campbell
Audio House: OSO Audio
Producer: Kristine Lippett
Engineer: Omid Geadizadeh
Sound Design: Daenen Bramberger, Harry Knazan, OSO Audio
Photographer: Steph Martynuik
Executive Producer: Tristan Tran
Producer: Kendra Stefankiewicz
Props: Dani Reynolds (Cadre Artists)
Digital Tech: Jeff Jamieson
Photo Assistant: Marc Santos
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 Coordinator: Claire Tam, Tara Lush-Benson
Printer: Blain Gummow; RR Donnelley, Dan Thompson; Italic Press
Media: PHD Media
Director, Planning: Ellen Pereira
Senior Manager, Planning: Felicia Pierskalla
Manager, Planning: Drew Himel
Manager, Planning: Patrick Reynolds
Manager, Activation: Mallory Thompson
Manager, Social: Kristen Li
Client: Laura Curtis Ferrera, Mike Tasevski, John Rocco, Katie O'Donovan, James Savage, Matthew Dicker, Kelsey Wolff, Nick Kalyn