ATB HOCKEY & HOME ICE HEROES
This instance of ATB’s yearly hockey campaign was given a more community-based twist. For the entire year, “Home Ice Hero” awards were given to the oft-overlooked coaches, parents and volunteers who do a little more to make hockey thrive in Alberta. Nominations for the awards were gathered throughout the province, and selected winners received a gift of $5,000. Hockey Ambassadors Jordan Eberle and Mark Giordano were also enlisted to promote further interactive events focused on the greater good.

The campaign showed up in print, social networks, broadcast and beyond. The spots themselves were wide ranging, with some focused on soliciting Home Ice Hero nominations, while others promoted seasonal-based experiential fun. Halloween brought ATB-provided masks of each player used for contesting. Holiday “ugly sweaters” were auctioned off for charity. We even made the knitting patterns and masks downloadable for those feeling crafty.

MY ROLE
Art direction, Design and production,
Ideating and storyboarding of videos

TEAM
Creative Director - Dennis Lenarduzzi
Writer - Jacquie Comer
Photographer - Darren Jacknisky
Video - Bamboo Shoots