2022's campaign for the NHL on Sportsnet breaks with tradition and focuses on fun, player personality, and individuality - promoting the game everywhere for everyone. Visually, we took hockey out of the arena, going outdoors,  to remind Canadians that the game they love was coming back. With COVID-19 restrictions lifting, we wanted this campaign to feel like a deep breath of fresh air.

​

For our season opening kick off hype spot, we looked to content creators who showcase their skating, trick shots and unbelievable skill to match the youthful energy and attitude of our new design look. 

 

When the puck dropped, we put out our second wave of campaign promos which focus on the players style on and off the ice and Sportsnet's coverage. ​

​

The design approach differentiated Sportsnet from their broadcast competitors which helped our promos for homegrown properties, such as 32 Thoughts, stand out and be more effective.

​

Finally, our approach to social promotion changed, moving away from game-of-the-week tune in spots, to a more content-based brand play that showcased our access to the NHL Stars.

​

Overall, "Hockey Is..." was one of the strongest campaigns I worked on at Sportsnet because it was willing to break from the tradition, it had a thorough season long strategic plan, and it approached each media platform with unique executions.

​

Take a look at the entirety of the campaign assets here.