Co-op — Kraft Hockeyville “Game On Canada, Pass the Feeling” Campaign
 
Role: Creative Strategist & Designer
Project Type: Campaign Concept · Brand Partnership · Community Marketing
 
Overview:
The “Game On Canada, Pass the Feeling” campaign was developed for Co-op’s partnership with Kraft Hockeyville, a national contest that celebrates and supports local hockey communities across Canada. The concept focused on the emotional energy of the game, encouraging Canadians to share their love of hockey and rally behind their hometown arenas. The campaign included in-store posters, bus and billboard ads, and video assets designed to capture the passion and unity of Canada’s hockey culture, supported by both strategic and creative briefing documents.
 
Focus: community, emotion, and national pride.
Deliverables: campaign concept deck, strategic and creative briefs, visual direction, ad design package, and presentation for rollout.