2022 Winner

Scotiabank’s “Hockey for All” one-minute video, developed by Rethink, features visuals of marginalized people succeeding at the Olympics, Paralympics and in the NHL. The athletes and players are also juxtaposed against common verbal and online insults steeped in stereotypes and ignorance. Taunts such as “Do they even have ice in China?” and “Women’s ice hockey is just boring” are overlaid atop images of Asian, Black and Indigenous hockey players, along with those who are transgender and female. It ends with NHL star P.K. Subban saying: “Go back to where we belong? This. This is where we belong.”

Credits

Client: Scotiabank
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Director: Mike Dubrick
Creative Director: Dhaval Bhatt
Creative Director, Head of Art: Joel Holtby
Creative Director: Natasha Michalowska
ACD, Writer: Robbie Percy
ACD, Art Director: Caroline Friesen
Strategist: Crystal Sales
CSO: Sean McDonald
Director of Broadcast Production: Shelby Spigelman
Broadcast Producer: Chantel Brinkman, Anna Tricinci
Production Company: Soft Citizen
Executive Producer: Rob Burns/Eva Preger/Link York
Director: Similar but Different
Director of photography: Chris Ripley
Line Producer: Kelly King
Offline Editorial: Nimiopere Film Editorial
Editor: Graham Chisholm
Assistant Editor: Bryan Reuben
Offline Producer: Julie Axell
Post Production House: The Vanity
VFX Artists: Kaelem Cahill, Noah Matikainen, Dave McGhie
VFX Producer: Katie Methot
Grading: Wade Odlum, Alter Ego
Audio House: Grayson Music
Producer (Audio House): Tyler Estwick
Creative Director & Composer (Audio House): Tyson Kuteyi
Engineer: Vlad Nikolic
Sound Design: Ben Swarbrick
Photographer: Roy Baizan
Agency Integrated Producer: Kate Spencer
Line Producer: AJ Edmonds
Group Account Director: Niki Sahni
Account Director: Daniel Riggi
Account Manager: Gib Hassan
Account Manager: Alex Rousom
Strategic Communications: Meredith Montgomery
Communications Manager: Sara Lemmermeyer
Media Agency: PHD Canada
Managing Director: Angie Genevose
Business Lead: Laura Leonard
Senior Account Director: Jillian Mlot