Sports & Entertainment
SkipTheDishes wants to own the pre-game moment
The food delivery brand debuts a new strategy for activating its hockey sponsorship portfolio.
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 crafts a love letter for moviegoers
Audiences are being courted back to theatres with a campaign that evokes an “escape” to other worlds.
WildBrain hires first CMO
Damon Berger will promote a library that includes Peanuts, Teletubbies and Degrassi, as well as the company’s digital platform.
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.
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.
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.
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.”
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-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 documents five Olympians and their ‘quest’ to the games
The crown corp. puts a face to the support it lends amateur sport in Ontario.
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 wants an assist with registration
The organization’s largest-ever push is centred around the social benefits young players have been missing this year.
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.
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.
