Pride Tape For All - Scotiabank - Scotiabank JPG
Pride Tape For All - Scotiabank - Scotiabank MP4 2m:10s

Pride Tape For All - Scotiabank

Pride Tape For All - Scotiabank - Scotiabank


Title: Pride Tape For All
Brand: Scotiabank
Product/Service: Scotiabank
Client: Scotiabank
Entrant Company: Rethink
Agency: Rethink
Creative Director: Caroline Friesen, Robbie Percy
Release Date: 2023-10-23
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: PR Lead: Meredith Montgomery
Individual Credits: Director of Integrated Content: Todd Harrison
Individual Credits: Director of Print Production: AJ Merrick
Individual Credits: Integrated Producer: Venus Pun
Individual Credits: Studio Manager: Todd Bennett
Individual Credits: Studio Artist: Kostas Loukopoulos
Individual Credits: Group Business Lead: Caitlin Bourada
Individual Credits: Group Account Director: Daniel Riggi
Individual Credits: Account Director: Kelly Brennan
Individual Credits: PR Coordinator: Maya Ventresca
Individual Credits: Global Chief Marketing Officer: Laura Curtis Ferrera
Individual Credits: Vice President, Global Sponsorship & Events: Mike Tasevski
Individual Credits: Vice President, Head of Global Brand: John Rocco
Individual Credits: Director, Global Brand Management: Katie O’Donovan
Notes for Judging: The National Hockey League launched a ban on Pride Tape on October 10, sending a clear message that hockey isn’t for everyone. The rainbow-colored hockey tape had been a symbol of 2SLGBTQ+ inclusion in hockey for almost a decade.

Scotiabank, one of the NHL’s biggest sponsors, is committed to making hockey more inclusive through its longstanding hockey for all platform, and is a proud supporter of the 2SLGBTQ+ community.

When the Pride Tape news broke, we saw the opportunity for the bank to use its influence to put an equally strong message into the market: Our support of 2SLGBTQ+ and other marginalized communities must be as relentless as the forces that try to hold them back.

Within a few days of the NHL’s Pride Tape ban announcement on October 10th, we turned the unused Pride Tape into a protest.

To start, Scotiabank supplied thousands of rolls of Pride Tape in branches across the country, supplying fans, athletes, and 2SLGBTQ+ leagues and organizations – putting thousands of rolls on the ice in rinks across the country, and turning hockey sticks into protest signs.

We launched a national campaign using Pride Tape to make protest signs in Scotiabank branches, out-of-home boards, and even right outside of NHL arenas. Fans used the tape to create their own signs and brought them into arenas to protest during NHL games. We even saw NHL players bring the tape onto the ice, in clear defiance of the NHL’s ban. Turning a few thousand rolls of hockey tape into a rallying cry for those who were excluded from the game.

To launch Pride Tape For All, we announced the initiative through Scotiabanks’ social channels – generating awareness and driving hockey fans and teams to the branches that carry the tape. This action was met with massive support on its social channels, with consumers praising the bank for its allyship. Media coverage spanned across the globe, appearing in NPR, The Daily Mail, and ESPN. Scotiabank’s initiative yielded more than 250 million earned media impressions, across broadcast, online coverage, and social posts. All pickup was totally organic.

Less than 2 weeks after Pride Tape For All launched, the NHL rescinded their decision. Media coverage around the NHL’s decision heralded Scotiabank’s action as a huge contributing factor.
Additional Credits: 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