//chevrolet // automotive // sport

good deeds cup

The Chevrolet Good Deeds Cup: Bringing play back into Canada’s favourite game.

//the idea

In 2023, Hockey in Canada was in trouble. Scandal had hit the ice, and the entire nation was losing faith in its favourite game.

It was time to prove that the next generation of players still embody the values we celebrate in the game. And we did it by bringing those values off the ice and into communities across the country.

No good deed went unnoticed. Every one, no matter how big or small, was posted to social and earned their team points towards victory…and $100k for charity.

Our TV spot ran nationally during the IIHF World Juniors tournament as well as on OLV, Preroll, social and connected TV.

client: Chevrolet
what: TV, OLV, social, connected TV
when: 2023
recognition: Cannes Lions: ACT Great Ads for Good // Shortlist

//case film

1:56

//the tv spot

0:30