AN INTEGRATED, MULTI-PLATFORM CAMPAIGN DRIVING AWARENESS & EXCITEMENT
On March 12, 2020, the NHL announced the postponement of the season due to COVID-19. Canadians are fanatical about hockey, and they longed for the return of the NHL season. When the NHL announced its Return to Play Plan on May 26, Pepsi had a clear goal: tap into the excitement for the return of hockey and engage fans.
It was time to ‘Get Ready’ for puck drop. The Pepsi #ReadyForHockey campaign was launched with an anathematic video featuring the Canadian band Walk off the Earth, NHL players, hockey analysts, broadcasters and mascots. With this all-star cast and content, PRAXIS was tasked with engaging hockey fans online.
What started out as anathematic video celebrating that hockey is back, quickly turned into a campaign idea to go the distance. #ReadyForHockey was born!