CHEVROLET
In partnership with Hockey Canada, we created a hockey bag full of inspirational materials to help coaches teach the values of hockey to their 11 and 12-year-old Peewee players. We interviewed former Canadian Gold Medal winners like Ryan Smyth and Natalie Spooner, and asked them to put into words the values that helped them succeed in their careers. We then took these inspirational words and embedded them into stick tape and skate laces. We also created a ‘Most Inspirational Player’ of the game award to be given out not to the best player, but to the player who best displayed these values. So, every time players taped their sticks, tied their skates, or played with inspiration, they were reminded of what it takes to be better Canadians on and off the ice.
DESIGN
Creative Directors:
Scott Johnson
Chris Duffet