2022 Winner

With #TapeOutHate, Budweiser Canada and the Hockey Diversity Alliance (HDA) looked to encourage Canadians to become allies and help eradicate racism in hockey culture. The campaign consisted of a video highlighting players’ experiences of racism, with a call for Canadians to purchase and use one of 10,000 rolls of hockey tape that featured the phrase “Racism has no place in hockey #TapeOutHate.” One dollar from every roll sold via online sales and at Canadian Tire went towards supporting the HDA and its mission. The first batch of hockey tape sold out within hours, #TapeOutHate trended organically on Twitter and the campaign generated more than 350 million impressions in less than two weeks. Results surpassed all KPI benchmarks set for the campaign, as well as all other brand campaigns across Labatt’s portfolio.

Credits

Creative Agency: Anomaly
GCD: Neil Blewett
CD: Etienne Bastien
Art Director/Design: Jose Rivas, Graham Nhlamba
Copywriter: Lexie Hoffmeyer
Head of Design: Shawn Lambino
Business Director: Alexa Espinosa
Account Supervisor: Danielle Haberman
Agency producer: Annya Williams
Group Planning Director: Mahmoud El Kattan
Social strategist: Matthew Stasoff
Global Head of DE&I: Kristi Henderson
Group Business Head: Matt Holton
Association: Hockey Diversity Alliance
Founder & chairman: Akim Aliu
Director of client services ZGM: Ben Archer
Social media strategist ZGM: Logan Widdicombe
Brand: Budweiser ??
Sr. Brand Manager: Dave Sheedy
Community Manager: Alex Metaxas
Sr. Director of Marketing: Mike D’Agostini
Strategy Manager: Alicia Wakeham
Sr. Manager Connections: Aleen Artinian
Communications Manager: Veronica Bart
VP Marketing: Andrew Oosterhuis
Social Insights Manager: Rachel Kielar
Community Manager: Samantha Gibbard
Director of Communications: Tamar Nersesian
Public Relations: Veritas
Vice President: James Lamont
Associate Vice President: Ashley Therriault
Sr. Account Director: Julia Des Islets
Sr. Account Manager: Jessica Walcot
Media: Dentsu
SVP, Group Account Director: Lynn Mayer
Associate Director: Chris Pallotta
Supervisor: Tamara Sanchez-Vegas
Media Planning Assistant: Dhanushi Varma
Experiential: SALT XC
Account Supervisor: Nathan Brown
Account Director: Steve Benetti
Account Coordinator: Marc Tedesco
Production: Steam Films
Director: James Michael Chiang
Executive Producer: Jill Brennan
Line Producer: Jeremiah LaPointe
DOP: Shady Hanna
Audio Production: Grayson Music
Music Director: Tyson Kuteyi
Composers: Tyson Kuteyi + Jeff Milutinovic
Sound Engineer: Brian Bernard
Post Production: The Vanity
Transfer: Andrew Exworth
Online Artist: Michael Medeiros
Kayla Baxter : Producer
Post Production: Nimiopere
Editor: Raj Ramnauth
Assistant Editor: Bryan Rueben
Executive Producer: Julie Axell