The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Consumer - Experiential Advertising / Events & Competitions
Annual ID
CP16037M
About the Work
We wanted to prove to Canadians that we were just as crazy about hockey as they were. We launched an invitation to hockey fans, asking them to tell us what they do for hockey using the hashtag Anything for Hockey. 12 Canadians were chosen for their inspiring stories and dedication to the game. All of them were flown via helicopter to our rink 8500 feet atop the Rocky Mountains where they got to play in “hockey heaven”. The entire experience was captured on film and ran nationally as a branded content documentary. In addition, the doc was supported by TV spots and long form online content pieces that told even more of the story. The site was maintained as a tourist attraction, so any Canadian could visit and play. And incredibly, Molson was approached by NHL to create an exhibit about the rink at the hockey hall of fame.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Rethink / Toronto
Production Company
Untitled Films / Toronto
Spy Films / Toronto
RMW Music / Toronto
Rooster / Toronto
Fort York VFX / Toronto
Panic & Bob / Toronto
Crush / Toronto
Alter Ego / Toronto
Art Director
Joel Holtby
Creative Director
Aaron Starkman
Mike Dubrick
Joel Holtby
Dre Labre
Chris Staples
Ian Grais
Director
Tamir Moscovici
Tyler Williams
Producer
Mark Rajakovic
Writer
Mike Dubrick
Agency Producer
Kelly Cavanaugh
Creative Team
Marc Langley
John Evans
John Houtman
Anthony Arendt
Erik Wilson
Wade Odlum
Darren Yada
Leah Gregg
Music / Sound
Ryan Chalmers
Kyle Gudmundson
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