Wunderman Thompson launches new work for The Get REAL Movement

PRO hockey players don't warm up to wearing Pride jersey

June 30, 2023

Wunderman Thompson launches new work for The Get REAL Movement

In response to hockey's Pride jersey controversy - the Professional Hockey league’s announcement in late June that Pride jerseys will be banned moving forward - The Get REAL Movement launched an initiative that encourages the league to keep Pride in the game, by showing that Pride doesn’t look the same without the entire league’s support.



“We believe that Pride doesn’t look the same unless we all stand together. Fans from all backgrounds should feel welcome in all arenas.”

Marley Bowen, Executive Director of the Get REAL Movement


The launch video features Harrison Browne, a retired professional athlete and LGBTQ+ advocate who is the first transgender athlete in professional hockey.


“Right now, hockey is not for everybody. I think if the league can really say that they support the LGBTQ+ community, it can really make kids who feel alone feel at home.”

Harrison Browne



In the video, a new Pride flag is created entirely from hockey jerseys, with three colours missing that represent the three teams that reversed their decision to allow their players to wear Pride jerseys this season.


“Hockey is a part of Canada’s DNA. We wanted to find a way to encourage a game that’s so important to so many to be welcoming towards everyone.” 

Ari Elkouby, Chief Creative Officer at Wunderman Thompson Canada


The initiative encourages fans to show their support by signing a Change.org petition asking the league to reverse its Pride jersey ban. Fans can find the video along with resources for creating more welcoming spaces in hockey at KeepPrideInTheGame.com. 



Client: Let’s get real movement
Brand: Let’s get real movement
Campaign Title: “Prideless Flag”
Agency: Wunderman Thompson Canada
Chief Creative Officer: Ari Elkouby
Associate Creative Directors: Kyle Carpenter, Jose Rivas
Design Director: Mike Butler 
Executive Integrated Producer: Jennifer Cotton
Editor: Eric Thompson 


The Get REAL Movement is a Canadian non-profit focused on combatting 2SLGBTQ+ discrimination, racism, and bullying in schools, summer camps, and workplaces. We accomplish this by offering a variety of different educational Workshop modules, and by providing leadership development and marginalized youth support through our University Chapters, our High School After-School Program, and our 2SLGBTQ+ Virtual Counselling Program. Our programming aims to break down prejudice, promote unity, and foster compassion in our world.


For more information, please visit us at thegetrealmovement.com


At Wunderman Thompson we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.    

 We are 20,000 strong in 90 markets around the world, where our people bring together creative storytelling, diverse perspectives, inclusive thinking, and highly specialized vertical capabilities, to drive growth for our clients. We offer deep expertise across the entire customer journey, including communications, commerce, consultancy, CRM, CX, data, production and technology. 

 Wunderman Thompson is a WPP agency (NYSE: WPP).    

 For more information, please visit us at wundermanthompson.com.

Let's make a difference, let's all sign that petition and change the current tide of our times!