NHL players of color speak out against racism in powerful ad

NHL players of color speak out against racism in powerful ad

“We’ve created a new twist on a simple tool found in every ice rink, bag and locker room across the country — a roll of hockey tape, hoping to spark conversations,” says D’Agostini.

With the support of earned media and social and digital influencers, the initiative constitutes “a call to action for players, fans, and Canadians in general to confront racism in hockey and become allies through tape purchase, hashtag use, and video sharing.” Says.

A few months ago, Scotiabank explored similar topics. And the NHL, who drew attention for not participating in the #TapeOutHate (although she expressed her support), runs ads with the hashtag “Hockey for Everyone”. But Bud’s campaign resonates with its own visceral energy. You can feel anger, resentment and heartbreak when players gather in the locker room to relate their experiences.

“It was critical that we not be ashamed of the harsh realities of discriminatory language and treatment that BIPOC players face,” says D’Agostini. “We had to be comfortable with the notion of being uncomfortable because that’s how we will collectively be able to understand how HDA and their peers and countless others are treated over and over again. BIPOC players don’t have the luxury of seeing DMs oversight, and we felt it was important for the broader hockey community to see and this Indeed “.

Messages from the haters appear in the full version of Slick, with the profanity largely omitted. The TV adaptations add to the racist insults and harsh language.

The team started out with a script, but ended up being largely made up of ads once production went live.

“As the players sat down and started exchanging stories and asking each other questions, the discussion became completely disorganized, raw and real that finally rekindled the heart of this campaign,” says D’Agostini. “Our role as a brand has been to provide a platform to tell those stories and help them listen. Hockey has many faces, and we all play a role in creating positive change in the game we love.”


Brand: Budweiser Canada
Media: Dentsu Canada
PR and Influencer: Veritas Communications
XM: XC salt

Strategy and creativity

Gay Agency Toronto – Creative
Group Creative Director: Neil Blewitt
Creative Director (in French): Etienne Bastien
Technical Director: Jose Rivas
Copywriter: Lexi Hofmeyer
Designer: Graham Nhlamba
Head of Design: Sean Lampino
ECD / Partners: Dave Douglas and Pete Britton

Business Director: Alexandra Espinosa
Account admin: Daniel Haberman
Group Business Director: Matt Holton
President/Partner: Candice Borland

Group Planning Manager: Mahmoud Al-Qattan
Social strategist: Matthew Stasov
Global Head of Development and Design: Kristi Henderson


Agency Producer: Anya Williams
Head of production: Marie-Pierre Touré

GRAYSON MUSIC – Sound Production
Music Director: Tyson Cotey
Composers: Tyson Coty + Jeff Milutinovic
Sound Engineer: Brian Bernard
Sound Design: Mike Bisanti
Producer: Nicholas Shaw

The VANITY – Post Production
Transformation: Andrew Exworth
Online Artist: Michael Medeiros
Kayla Baxter: Producer

Editor: Raj Ramnauth
Associate Editor: Brian Rubin
Executive Producer: Julie Axel


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