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Hockey is...

Updated: Jun 4

NHL on Sportsnet 2021 launches with a new campaign that reminds us that hockey is actually fun! and can be played anywhere by anyone.



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.


Even in the summer, Canadians play hockey in some shape or form. Let's take hockey out of the arena and celebrate the game, the skill and the individuality of those who play it.

We looked to content creators who showcase their skating, trick shots and unbelievable skill to add some youthful energy and attitude as we built up anticipation to puck drop. Besides being featured in the television spots, we cut individual social videos for each Creator to showcase themselves. Thematically, we broke hockey out of the arena, to the outdoors, in all it's shapes and forms to remind Canadians, who were finally ending isolation after the lifting of COVID-19 restrictions, that they love the game of hockey.


Hockey is...Sportsnet.


In the early years of the NHL contract, NHLonSN campaigns were nearly indistinguishable from the NHL’s. Being the intermediary, Sportsnet had no clear identity of it’s own. Leveraging our exclusive access, we built a campaign based on player quotes, dynamic videography and personality. “Hockey is…” allowed us to strike a new territory for Sportnet’s design aesthetic with a hand made and tactile feel including cartoon drawings, collage, pencil scratches and ripped paper. Accompanied by black and white photography and bold typography, we created a look that clearly distinguished us from any other hockey broadcaster as well as the NHL.


"PK! He's got some crazy style". - Jack Hughes

We're seeing players break out of the old suits and push the boundaries of acceptable hockey fashion. A new generation of players are coming up who are highly skilled, exceptionally fast, and want to make their own mark.


See more of the campaign here.


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