Hockey For All
Entire Advertising Campaign
Ad Agency: Rethink Client: Scotiabank, Laura Curtis-Ferrera, John Rocco, Mike Tasevski, Lisa Ferkul, Nick Peragine, Doug Johnson, Doug Johnson, Matthew Dicker, Alex Chiarlitti Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Creative Director: Dhaval Bhatt, Joel Holtby, Natasha Michalowska, Frederick Nduna Associate Creative Director: Robbie Percy, Caroline Friesen Writer: Robbie Percy, Jackson Byrne Art Director: Caroline Friesen, Scott Johnson Chief Strategy Officer: Sean McDonald Strategy Director: Crystal Sales Strategist: Colin Kikcio Director of Broadcast Production: Shelby Spigelman Broadcast Producer: Chantel Brinkman, Anna Tricinci, Alex Butt Production House: Soft Citizen Executive Producer: Rob Burns, Eva Preger, Link York Director: Similar but Different Director of Photography: Chris Ripley Line Producer: Kelly King, AJ Edmonds Off-Line Editorial: Nimiopere Film Editorial Editor: Graham Chisholm Assistant Editor: Bryan Reuben Off-Line Producer: Julie Axell Post-Production House: The Vanity VFX Artist: Kaelem Cahill, Noah Matikainen, Dave McGhie Producer: Katie Methot Grading: Wade Odlum, Alter Ego Audio House: Grayson Music Audio Producer: Tyler Estwick Creative Director and Composer: Tyson Kuteyi Engineer: Vlad Nikolic Sound Designer: Ben Swarbrick Photographer: Roy Baizan Integrated Producer: Kate Spencer Group Account Director: Niki Sahni Account Director: Daniel Riggi, Jessica Conlin Account Manager: Gib Hassan, Alex Rousom Strategic Communications: Meredith Montgomery Communications Manager: Sara Lemmermeyer Media Agency: PHD Canada Managing Director: Angie Genevose Business Lead: Laura Leonard Sr. Account Planning: Jillian Mlot Account Manager: Felcia Pierskalla Client Services Assistant: Drew Himel PR Agency: Hill + Knowlton Strategies SVP, Corporate Advisory Lead: Jason MacDonald Sr. Director, Corporate Advisory: Meredith Burns Consultant: Ariel Benjamin Account Director, Integrated Communications: Alex Mitchell Vice President: Patrice Lavoie Sr. Consultant: Maxime Belanger
Canada's game doesn't reflect Canada's diversity. To change this, Scotiabank launched hockey for all, a platform tackling discrimination in hockey while celebrating the diversity that exists within the game. It was launched with a film juxtaposing the real, hurtful words experienced by hockey players, with their extraordinary achievements.