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#TapeOutHate

Guerrilla Marketing Program - Campaign

2022

Anomaly, Toronto, ON

Ad Agency: Anomaly ECD & Partner: Dave Douglass Group Creative Director: Neil Blewett Copywriter: Neil Blewett Art Director: Graham Nhlamba Designer: Graham Nhlamba Copywriter: Lexi Hoffmeyer Art Director: Jose Rivas Head of Design: Shawn Lambino Creative Director (FR): Etienne Bastien Business Director: Alexa Espinosa Account Supervisor: Danielle Haberman Agency Producer: Annya Williams Group Planning Director: Mahmoud El Kattan Social strategist: Matthew Stasoff Global Head of DE&I: Kristi Henderson Group Business Head: Matt Holton President, Partner: Candace Borland Head of Production: Marie-Pierre Toure Association: Hockey Diversity Alliance Founder & Chairman: Akim Aliu Director of Client Services at ZGM: Ben Archer Social Media Strategists at ZGM: Logan Widdicombe Advertiser/Brand: Budweiser Labatt Company: ABinBev Sr. Brand Manager, Budweiser Labatt: Dave Sheedy Community Manager, Budweiser Labatt: Alex Metaxas Sr. Director of Marketing, Budweiser Labatt: Mike D’Agostini VP Marketing, Labatt: Andrew Oosterhuis Strategy Manager, Labatt: Alicia Wakeham Social Insights Manager, Draftline YYZ Labatt: Rachel Kielar Community Manager, Draftline YYZ Labatt: Samantha Gibbard Sr. Manager Connections, Labatt: Aleen Artinian Communications Manager, Labatt: Veronica Bart Director of Communications, Labatt: Tamar Nersesian Legal Counsel, Labatt: Adam Nickerson Marketing Compliance Manager, Labatt: Christine Arsenault Public Relations: Veritas VP: James Lamont Associate Vice President: Ashley Therriault PR Creative Director: Ashley Therriault Sr. Account Director: Julia Des Islets, Donna Battista Sr. Account Manager: Jessica Walcot Sr. Consultant: Laura Andrejicka Account Coordinator: Ambre Lissa, Madeline Tanenbaum Media Agency: Dentsu SVP, Group Account Director: Lynn Mayer Associate Director: Chris Pallotta Planning Supervisor: Tamara Sanchez-Vegas Media Planning Assistant: Dhanushi Varma Director, Digital Strategy: Megan Wong Digital Account Manager: Nicolas Caceres Digital Performance Analyst: Lily Semenova Search and Social Associate: Catalina Arrechea, Valentina Herro Experiential: SALT XC Account Supervisor: Nathan Brown Account Director: Steve Benetti Account Coordinator: Marc Tedesco Production: Steam Films Director: James Michael Chiang Executive Producer: Jill Brennan Line Producer: Jeremiah LaPointe DOP: Shady Hanna 1st AC: Richard Gonzales 2nd AC: Dorian Findlay Production Designer: Daria Savic Production Manager: Petri Stepanoff Production Coordinator: Amy Prickett Location Scout: Matt Cassils 1st AD: Billy Shand Audio Production: Grayson Music Music Director: Tyson Kuteyi Composer: Tyson Kuteyi, Jeff Milutinovic Sound Engineer: Brian Bernard Sound Design: Mike Bisanti Producer: Nicholas Shaw Post-Production Company: The Vanity Transfer: Andrew Exworth Online Artist: Michael Medeiro Producer: Kayla Baxter Post-Production Company: Nimiopere Editor: Raj Ramnauth Assistant Editor: Bryan Rueben Executive Producer: Julie Axell

#TapeOutHate, Budweiser Canada & the Hockey Diversity Alliance's fearless campaign, ignited a movement to eradicate racism in hockey, both on and off the ice. The campaign encouraged fans to use the hashtag and the custom hockey tape as a declaration of allyship and a tangible way to show support. With the social conversation quickly spreading to other professional sports and amateur leagues, #TapeOutHate will continue to fuel community support and fund future HDA initiatives.

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