You can’t talk about Canadian heritage without talking about hockey. Ingrained in our culture from coast to coast to coast, hockey is more than a sport—it’s a way of life. In 2021, Baffin had the privilege of sponsoring the IIHF World Juniors tournament. Since Baffin’s mission is to inspire others to achieve the extraordinary (especially in the coldest moments), this partnership was a match made in cold-weather heaven.
To drive brand awareness for the duration of the tournament, we developed a video-centric digital campaign as an ode to our national sport and our most well-known season, winter. Through nostalgic footage and a classic Canadian poem about the romance of hockey and skating, our lead video told a story about a young hockey star’s journey from childhood pond hockey, all the way to the main stage of the IIHF World Juniors. Our campaign reached nearly 1.3 million Canadians, targeting hockey fans, outdoor enthusiasts, and community hockey rink locations across the country.