Friday, March 8, 2013

My first feminist hockey ad #IWD2013

This is an ad we did for agency self-promotion as a sponsor of the 2013 IIHF Ice Hockey Women’s World Championship (April 2-9, here in Ottawa). We do a lot of sports marketing, but this time around seemed like a perfect opportunity to look at it from a social issues marketing point of view.

From Change Marketing:
...we are proud to be a part of women’s hockey. As fans, as parents, and as Canadians we are inspired by the hard work and dedication of Canada’s National Women’s Team. We also hope our women on the ice will inspire new generations of strong and fearless Canadian girls. That’s why we created this print ad for the WWC event program. And since today is International Women’s Day (that’s what the hashtag above is for) we thought we’d share it early.
 Happy Women's Day.


  1. I like this concept. Women’s hockey has been around for a while, and I would like to think that it’s not an odd sight to look at anymore. On a lighter note, I like the wordplay with “Can” – both the ability to do something and an abbreviation for Canada. :)