2024 Winner

CASE SUMMARY

Scotiabank has celebrated the role of hockey in Canadians’ lives for over 50 years. In 2021 an onslaught of news of harmful behaviours in the sport had made it unignorable that their national game has a serious diversity and inclusion problem.

In an effort to pivot the game’s future in Canada, Scotiabank launched their hockey for all platform — a commitment to making the game more diverse, inclusive and accessible for everyone. Year one focused on driving awareness of the issues that plagued hockey, and as one of its biggest sponsors, Scotiabank knew they needed to do more than talk the talk. Canadians who had historically been excluded by the sport 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 the insight that if kids don’t see themselves on the page, they’ll never play.

Scotiabank set out to change that by creating, The Hockey Jersey, a more diverse, inclusive children’s hockey story to help close the gap in hockey literature, and the game itself. To ensure the book was authentically crafted, Scotiabank partnered with a Black author and illustrator while holding sensitivity readings with Canadians from the diverse backgrounds featured in the book to ensure
they were accurately represented.

On January 17th, a 360 campaign launched on TV, online, and at NHL arenas across the country with endorsements from personalities like PK Subban and Cassie Campbell-Pascall. 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 nationally, including braille copies. With all proceeds of the books’ sale donated to Hockey4Youth, a philanthropic partner of hockey for all, over $38,000 has been directed to supporting free on-and off-ice programming for diverse and high-priority youth.

Showcasing Scotiabank’s commitment to increasing diverse representation in the game, The Hockey Jersey created a significant impact on brand metrics. 58% of Canadians agreed the book demonstrates Scotiabank’s commitment to diversity, equity and inclusion, and is even higher at 64% from visible minorities.

Credits

Chief Creative Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Directors: Caroline Friesen, Robbie Percy, Dhaval Bhatt
Art Director: Caroline Friesen, Ashley Park
Writer: Robbie Percy, Aman Soin
Designer: Brie Lim (added Jul 2023)
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
Colour and 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 (Audio House): Kristine Lippett
Creative Director (Audio House): Daenen Bramberger / Harry Knazan
Engineer: Omid Geadizadeh
Sound Design: Daenen Bramberger / Harry Knazan, OSO Audio
Agency Integrated Producers: Kate A. Spencer, Agnes Gilchrist
Photographer: Steph Martynuik
Executive Producer: Tristan Tran
Producer: Kendra Stefankiewicz
Props: Dani Reynolds (Cadre Artists)
Digital Tech: Jeff Jamieson
Photo Assistant: Marc Santos
Account Services:
Group Business Lead: Amanda Dornan
Group Account Director: Sarah Reidlinger, Niki Sahni
Account Director: Daniel Riggi
Account Supervisor: Sandra Stainton
Account Manager: Geraldine Sebastian
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