Sports & Entertainment

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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.

2. PK Subban

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.

Damon-Berger--CMO--WildBrain

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.

Proline-OLG

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.

WWR

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.”

PEP_Group

Canadian Paralympic Committee plays with representation

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

Tempur Sealy Canada-Tempur-Pedic-2

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.

OLG

OLG documents five Olympians and their ‘quest’ to the games

The crown corp. puts a face to the support it lends amateur sport in Ontario.

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Why haven’t Canadian brands pulled back on the Olympics?

As sponsors distance themselves from the Games in Japan, local advertisers have kept the focus on cheering on the athletes themselves.

OMHA-campaign

OMHA wants an assist with registration

The organization’s largest-ever push is centred around the social benefits young players have been missing this year.

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How Golf Town is getting back on course

After a year of using digital channels to tap into the growing popularity of golf, an “anthemic” new TV spot is the next step in the retailer’s turnaround efforts.

Zoo Zoom - Neelu

How sourcing an exhibit from kids fits into the ROM’s cultural strategy

The museum wants to be more central to cultural conversations, including a moment in history that is currently unfolding: the pandemic.