WORK FOR GOOD CUT - ALTERNATIVE

The Hockey Jersey - Scotiabank
Scotiabank

Shortlist

Title:	The Hockey Jersey
Brand:	Scotiabank
Product/Service:	Scotiabank
Client:	Scotiabank
Entrant Company:	Rethink
Agency:	Rethink
Production Company:	Steam Films & Tiny Pictures Inc.
Editing Company:	School Editing
Sound Company:	OSO Audio
Creative Director:	Caroline Friesen, Robbie Percy, Dhaval Bhatt
Release Date:	2023-01-17
Individual Credits:	Chief Creative Officer: Aaron Starkman
Individual Credits:	Chief Creative Officer: Mike Dubrick
Individual Credits:	Chief Strategy Officer: Sean McDonald
Individual Credits:	Art Director: Ashley Park
Individual Credits:	Writer: Aman Soin
Individual Credits:	Group Strategy Director: Crystal Sales
Individual Credits:	Integrated Producer: Kate A Spencer
Individual Credits:	Integrated Producer: AJ Merrick
Individual Credits:	Integrated Producer: Agnes Gilchrist
Individual Credits:	Director of Broadcast Production: Nadya MacNeil
Individual Credits:	Broadcast Producer: Alex Butt
Individual Credits:	Broadcast Producer: Joanna Ferro
Individual Credits:	Executive Producer: Jill Brennan
Individual Credits:	Line Producer: Kirsta Teague
Individual Credits:	Director: James Michael Chiang
Individual Credits:	Director of Photography: Keenan Lynch
Individual Credits:	Director: Adam Crosby
Individual Credits:	Editor: Monica Remba
Individual Credits:	Assistant Editor: Bianca Bissada
Individual Credits:	Partner/Executive Producer: Sarah Brooks
Notes for Judging:	For 50 years Scotiabank has celebrated the role of hockey in Canadians’ lives. In 2021, an onslaught of news of racism, sexism, homophobia, and other harmful behaviours in the sport, made it an unignorable fact that our national game has a serious diversity and inclusion problem. In response, Scotiabank saw its support of hockey as a responsibility to help shape its future in Canada and launched the hockey for all platform - a commitment to making the game more diverse, inclusive, and accessible for all. For Canadian children, their first introduction to our national game begins with hockey story books. The most famous, Roch Carrier’s The Hockey Sweater, is so beloved and core to the Canadian identity that it’s printed on our currency. But the book about our national sport doesn’t reflect the people of Canada. This classic Canadian story with an all-white, all-male cast of characters has been the introduction to hockey for generations of children, leaving a massive portion without ever seeing themselves represented in the game. To help change hockey’s future, Scotiabank needed to change where the hockey journey starts for so many kids. So it set out to help fill the representation gap in children’s hockey literature by commissioning a new, more diverse and inclusive version of The Hockey Sweater with a modern storyline, setting, and characters that reflect Canada. Named The Hockey Jersey, the book was created in partnership with Black creators: author Jael Richardson and illustrator Chelsea Charles. Flipping the genre on its head and challenging every convention and stereotype that has defined hockey until this point in Canadian history, The Hockey Jersey features an all-girls team, Black, Indigenous or players and families of colour, and a range of cultural representations. Crafted in collaboration with the community, sensitivity readings were hosted with families from the diverse backgrounds featured in the book to ensure they were accurately represented after years of exclusion from hockey. In its first week, the book sold out online and continues to surpass all sales projections with 86x more copies sold than the average book in Canada, reaching #1 on Apple Books and #3 on Amazon children’s books. The Hockey Jersey is in the official curriculum of over 500 Canadian schools and public library councils. With all proceeds of the books’ sale donated to Hockey4Youth, the book is actually helping diverse, high-priority youth take the ice. Ensuring the book is in the hands of hockey’s next generation, thousands of copies were donated to community-level programs and philanthropic hockey partners. With undisputable positive social sentiment from over 30 million total impressions across 150 pieces of broadcast, online, and social coverage, The Hockey Jersey significantly impacted brand metrics with BIPOC populations showing a 76% increase in reputation and a 14% increase in likelihood to consider vs. previous period.
Additional Credits:	Colour and Finishing Facility: Darling VFX Colourist: Patrick Samaniego Colour Assistant: Eric Kingsbury Executive Producer: Will Culverwell VFX Artist: Faith Clark Executive Producer: Morgan Campbell Audio: Producer: Kristine Lippett Creative Director / Sound Design: Daenen Bramberger / Harry Knazan Engineer: Omid Geadizadeh Photographer: Steph Martynuik Executive Producer: Tristan Tran Producer: Kendra Stefankiewicz Props: Dani Reynolds (Cadre Artists) Digital Tech: Jeff Jamieson Photo Assistant: Marc Santos Printing: Blain Gummow; RR Donnelley, Dan Thompson; Italic Press Media: PHD Media Director, Planning: Ellen Pereira Senior Manager, Planning: Felicia Pierskalla Manager, Planning: Drew Himel Manager, Planning: Patrick Reynolds Manager, Activation: Mallory Thompson Manager, Social: Kristen Li Partnership Contracts: MKTG Sports & Entertainment Managing Director: Dave Chong Vice President, Consulting: Daniel Ehman Director, Consulting: Justin Firth Account Executive, Consulting: Gian Bajwa Director Brand Activations: Amy Van Kessel Associate Director, Brand Activations: Jennie Friedman Coordinator, Brand Activations: Kayley Cheung Coordinator, Brand Activations: Lida Qanun Director, Strategy: Mike Burke Production Partner: Defined Designs, Dwayne Virag Group Business Lead: Amanda Dornan Group Account Director: Sarah Reidlinger, Niki Sahni Account Director: Daniel Riggi, Kelly Brennan Account Supervisor: Sandra Stainton Account Manager: Geraldine Sebastian, Simone Fernandes Head of Brand Narrative: Meredith Montgomery PR Director: Chenda McKissick PR Specialist: Kaitlyn Vian, Claire Tam, Tara Lush-Benson 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 Senior Manager, Global Sponsorships: Kelsey Wolff Manager, Global Sponsorships: Nick Kalyn Manager, Global Sponsorships: Kaitlyn Keon Assistant Manager, Brand Sponsorships: Diana Colley Assistant Manager, Global Sponsorships: Callie Carkner Global Sponsorship Marketing Intern: Gabe Fleming Director, Communications: Doug Johnson Senior Manager, Communications: Charlene Callaghan Manager, Communications: Kelty Reid Director, Agency and Account Management: Ashley Eaton Senior Account Manager, Marketing Services: Arturo Montano Osorio Senior Account Manager, Marketing Services: Ana Fonseca Production Designer, Marketing Services: Dillon Scheenaard Director, Social Media and Content: Shefali Vyas Manager, Social Media Marketing: Maja Protuger