make room on the bench
An inclusive Good Deeds Cup campaign to bring kids from all backgrounds and nationalities to the game of hockey.
BRIEF
Each year, Chevrolet Canada has challenged junior hockey teams across the country to go out and do Good Deeds in their communities. This year, they wanted to shift change in the world of hockey by helping more kids get into the game.
INSIGHT
Hockey is behind when it comes to inclusivity in the game. The lack of diversity and representation in Canada’s national sport deter young players to join in and feel part of the community.
SOLUTION
Partnering up with Hockey Canada, we oriented the game and the Good Deeds Cup around one goal — To Make Room on the Bench.
Copywriter: Beth Garrad
Senior Art Director: Harpreet Singh
Creative Director: Max May
Executive Creative Director: Raul Garcia
On TikTok, we created a branded effect with the hashtag challenge #ChevroletGoodDeedsCupShuffle to encourage everyone to duet and stitch, and make the bench more inclusive than ever.
