2024 Winner
BronzeBest in Collateral
Scotiabank
"Pride Tape For All"
Rethink
"Pride Tape For All"
Rethink
Scotiabank demonstrated its commitment to inclusivity and support for the 2SLGBTQ+ community through Rethink’s impactful “Pride Tape For All” campaign. When the NHL unexpectedly banned players from using all cause-related accessories – including Pride Tape on their sticks – the brand saw an opportunity to advocate for diversity in hockey.
Scotiabank distributed its supply of 5,000 rolls of Pride Tape nationwide, placing them in branches and sending them directly to LGBTQ+ leagues and organizations. The initiative aimed to amplify the message that hockey is for everyone, and to reinforce Scotiabank’s dedication to inclusivity. It also leveraged its social channels for the campaign, driving awareness and directing hockey fans to branches that had the tape.
The initiative gained significant global media coverage, resulting in over 24 million earned media impressions. Remarkably, less than 24 hours after the campaign’s launch, the NHL reversed its decision to ban Pride Tape, with Scotiabank’s action credited as a contributing factor.
Scotiabank distributed its supply of 5,000 rolls of Pride Tape nationwide, placing them in branches and sending them directly to LGBTQ+ leagues and organizations. The initiative aimed to amplify the message that hockey is for everyone, and to reinforce Scotiabank’s dedication to inclusivity. It also leveraged its social channels for the campaign, driving awareness and directing hockey fans to branches that had the tape.
The initiative gained significant global media coverage, resulting in over 24 million earned media impressions. Remarkably, less than 24 hours after the campaign’s launch, the NHL reversed its decision to ban Pride Tape, with Scotiabank’s action credited as a contributing factor.
Credits
Chief Creative Officer: Aaron Starkman, Mike DubrickChief Strategy Officer Sean McDonald
Group Creative Directors: Caroline Friesen, Robbie Percy
Art Director: Ashley Park
Writer: Aman Soin
Group Strategy Director: Crystal Sales
PR Lead: Meredith Montgomery
PR Coordinator: Maya Ventresca
Director of Integrated Content: Todd Harrison
Director of Print Production: AJ Merrick
Agency Integrated Producer: Venus Pun
Studio Manager: Todd Bennett
Studio Artist: Kostas Loukopoulos
Group Business Lead: Caitlin Bourada
Group Account Director: Daniel Riggi
Account Director: Kelly Brennan
Client:
Global Chief Marketing Officer: Laura Curtis Ferrera
Vice President, Global Sponsorship & Events: Mike Tasevski
Vice President, Head of Global Brand: John Rocco
Director, Global Brand Management: Katie O’Donovan
Director, Global Sponsorships - Hockey: James Savage
Senior Manager, Brand Sponsorships: Matthew Dicker
Manager, Global Sponsorships: Nick Kalyn
Assistant Manager, Brand Sponsorships: Diana Colley
Director, Communications: Doug Johnson
Senior Manager, Communications: Charlene Callaghan
Manager, Communications: Kelty Reid
Director, Social Media and Content: Shefali Vyas
Manager, Social Media Marketing: Maja Protuger
Senior Manager, Merchandising: Lia Van Pelt
Manager, Merchandising: Judy Chau