Rogers
Owning Our Narrative in Canadian Hockey
A lil' bit about what was happening...
As a major NHL sponsor, Rogers had successfully built awareness among Canadians through its “This Is Our Game” platform. But to deepen resonance with hockey fans, the brand needed to go further and show that it truly understood what it meant to be a hockey fan in Canada. This wasn’t just about saying the right things, but proving it through action.
What we noticed the issue was...
The brand still felt like a logo attached to a sport, rather than a meaningful part of the culture around it.
So, how were we going to solve this?
Move beyond sponsorship recognition and earn genuine fan credibility by connecting with what hockey represents to Canadians: pride, identity, and shared history.
The people we needed to connect with...
Fans who see hockey as part of what it means to be Canadian. They take pride in a sport that sparks conversation from coast to coast and creates rare moments of connection that feel bigger than themselves. But most of the time, those moments aren’t one shared experience - they’re many parallel ones unfolding at once, shaped by where you’re from and the team you cheer for.
The sticky insight that got us thinking...
The same game that defines Canada also reinforces division between Canadians.
How we were going to use it...
Bring Canadians across the country together by reminding them that even if the team they cheer for is different, the way they experience the game is the same.
And the one thing we needed to say...
Hockey ties us together.
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The Great Canadian Jersey
A unique symbol of Canadian's coast-to-coast love for the game, The Great Canadian Jersey brought together pieces of hockey jerseys sourced from every province and territory in Canada to represent the shared pride and history for the nation's sport.
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It began with a call to action: athletes, media personalities, and influencers inviting Canadians to donate their jerseys to become part of a shared symbol of hockey pride.
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As momentum built, the final piece was revealed in a film that reframed the jersey as something more powerful: a unifying symbol that “stitches” hockey fans together across the country.
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From there, legendary hockey players donned the jersey, extending the campaign’s reach and deepening its connection to hockey culture.
Sarah Nurse
Marie-Philip Poulin
Brad Marchand
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To bring the initiative full circle, the final jersey was put on display at the Hockey Hall of Fame, cementing its place within the sport’s legacy.
The role I played beyond the brief.
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Helped define and sharpen the core tension of the campaign ensuring the work was grounded in a clear, meaningful idea from the start.
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Led the strategic perspective through rounds of client feedback, protecting the clarity of the core idea and keeping the work focused as direction evolved.
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Drove consistency across a multi-part rollout, ensuring every element stayed connected to a single, cohesive story.