Sports & Entertainment

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The COC shows anyone can embody Olympic values

A campaign ahead of the Beijing games highlights the sacrifices made by a diverse range of athletes during an exceptionally challenging time.

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Lob launches a rebrand built on emotion

The new look for the bocce-golf attraction calls out the feelings players experience while playing the game.

Kruger

Kruger chips in with a second Big Assist

Diversity has been made a focal point for the CSR effort helping overcome barriers to playing minor hockey.

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BMO runs an equipment drive for youth soccer players

The program is part of the bank’s larger grassroots strategy around MLS sponsorship, which is focused on removing barriers to play.

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Budweiser erects a monument to women’s hockey

The statue outside the Hockey Hall of Fame is a physical representation of the brewer’s partnership with the PWHPA and women’s hockey.

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SkipTheDishes wants to own the pre-game moment

The food delivery brand debuts a new strategy for activating its hockey sponsorship portfolio.

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Scotiabank makes a loud pledge to support diversity in hockey

“Canada’s hockey bank” puts inclusion at the centre of a new platform, launched by showing the discrimination some players have faced.

Cineplex

Cineplex crafts a love letter for moviegoers

Audiences are being courted back to theatres with a campaign that evokes an “escape” to other worlds.

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WildBrain hires first CMO

Damon Berger will promote a library that includes Peanuts, Teletubbies and Degrassi, as well as the company’s digital platform.

SportChek

Sport Chek taps into the joy of sports with post-pandemic doubleheader

A pair of efforts highlight the optimism many Canadians are feeling with the prospect of a return to the normalcy of team sports.

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OLG bets on trust to bring players into Proline+

With single event sport betting now legalized, the crown corp hopes having established equity in an emerging space will set it apart.

NoHuddle

NFL Canada draws up a new marketing play

The league is aiming to build connections between Gen Z and its players in a bid to draw in a generation less connected to the sport.

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World Wheelchair Rugby is here to win with a more dynamic rebrand

To better reflect where the sport is at today, the international federation got a new look that favours competition over being “inspirational.”

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Canadian Paralympic Committee plays with representation

The organization created an expansion pack for Lego in an effort to broaden awareness of its inclusivity message.

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Tempur-Pedic teams up with Georges St-Pierre on Paralympic campaign

The mixed martial artist is part of a refresh of the mattress brand’s awareness campaign.