Going into our third year working in partnership with Scotiabank on telling true “5th Season” community hockey stories, the client challenged us to take the series up a notch and to come back with an idea that was big and unexpected—while satisfying all their key objectives. The objectives were to:

  • Create a serialized content experience that spans broadcast, digital and social and grows the audience 10x over last year
  • Feature Scotiabank sponsored community hockey teams across Canada, and showcase kids living the values of The 5th Season
  • Celebrate Canada 150
  • Integrate Scotiabank’s hockey ambassadors (e.g., P.K. Subban) and its partners Rogers and the Canadian Women’s Hockey League

The result is Heroes of Hockey Day in Canada, a 20-part branded content show, in which three kids’ hockey teams that gave back to their communities in a big way compete to win the hockey experience of a lifetime: an all-expenses paid trip to Hockey Day in Canada.


Heroes of Hockey Day unscripted digital series

Client Goal

Grow and expand The 5th Season awareness amongst target audiences

What We Did

Conceived, developed and produced an original unscripted series

“Heroes of Hockey Day Trailer”

“P.K. Subban Surprises the Eagles”