Who: CCM Hockey, with Frank for strategy and creative, Ultralight for creative support; REBL House for production; Glassroom for media.
What: “Women’s Manifesto,” the latest in the hockey equipment manufacturer’s annual brand spots, this time featuring an emphasis on the fast-growing women’s game, and using the tagline “Feel more.”
When & Where: The spot launched across all of CCM’s global hockey markets, including Canada, the U.S., and Europe, late last month. It’s a digitally focused effort, with an emphasis on CCM’s owned and operated channels, but some paid media on the major social networks.
Why: While CCM’s annual manifesto spot has traditionally tended to focus on its range of products, this year’s work is placing an emphasis on the women’s game, with a nod to its line of women’s equipment, JetSpeed FTW.
While the end of the hockey season is fast-approaching, Frank president Pierre-Luc Paiement said that all of the major equipment manufacturers tend to release creative at this time of year to create some resonance with consumers ahead of next season. “It’s just how it works across the industry,” he said
How: Directed by Marjorie Larouche-Bousquet, the 60-second spot combines library and original footage to highlight the continued emergence of the women’s game as a major force in hockey. “It’s a reflection of where society and hockey is heading,” said Paiement.
The spot opens on a timeless image of a young person, shot from behind, making their way to a frozen pond, skates slung over their shoulder. The next shot reveals that it’s a young girl.
The rest of the spot shows young girls and women playing both organized and street hockey, while also hinting at the challenges female hockey players have traditionally endured in a predominantly male sport.
One shot, for example, shows a young girl forced to change into her equipment alone in a janitor’s closet, away from the rest her male teammates, moving aside a mop and bucket to create room.
The accompanying voiceover explains that “some moments felt…less than great,” before adding, “the buzzer has sounded,” on those moments because female hockey players can feel more themselves than ever before. “We say, feel empowered. Feel seen. Feel welcome. Feel important. Feel fierce,” says the voiceover, before concluding with the tagline “feel more.”
