A feature-length documentary about Canadians’ passion for hockey—much of it shot by the fans themselves over a single day—has become one of the biggest sports events in the country since live hockey came to a halt and the Stanley Cup playoffs were postponed due to the coronavirus outbreak.
Hockey 24, in the works since November, got a fortuitously timed debut recently on national TV, where sports-starved audiences turned up in droves to watch it. That’s not the surprising part, given Canadians’ near slavish devotion to hockey.
The unique twist? It’s a piece of branded content from Scotiabank, a financial institution that dates back to the 19th Century. The marketer didn’t set out to make Canada’s version of the ESPN documentary The Last Dance, but it did take a risk on an entertainment project of unparalleled scope for the brand. And it paid off–the country’s hockey-loving populace embraced it with Michael Jordan-sized fervor.
Hockey 24 would have premiered at the Hot Docs film festival this spring, but the event was postponed as a result of the Covid-19 pandemic. So producers instead launched it on Sportsnet on a Sunday night in May “to help bring hockey back to television screens and to highlight how the bonds developed through sport help Canadians, no matter what challenges we are faced with,” Scotiabank CMOClinton Braganza told Adweek.
Hockey 24, billed as “a film by Canada,” was developed in 2019 under markedly different circumstances, but it couldn’t be more of-the-moment, according to Hayes Steinberg, chief creative officer at The Mark, Scotiabank’s agency, and the film’s executive producer.
“The bonding we desperately need during the Covid-19 crisis, we always get in hockey,” he said.
The time capsule-style project features peeks into hockey life across cultures and geographies, from the frozen tundra of Churchill, Manitoba to Indigenous lands in British Columbia’s Williams Lake to the ethnically-rich Vancouver.
A few highlights from the 90-minute film, as noted by Braganza: “a face-off pig, a penalty box dog, a goalie grandma, parents with 18 children in hockey, trading pajamas for pads, a one-in-a-million prospect.”
Here’s the story behind how Hockey 24, produced with partners Hot Docs, Rogers Communications and the NHL, came together:
Hitting the ice
Scotiabank, with roots that stretch back to the 1830s, has been deeply embedded in Canada’s favorite pastime for decades.
The brand has naming rights to Scotiabank Arena in Toronto, where the NHL’s Maple Leafs (and the NBA Raptors) play, and its sponsorships range from marquee athletes and retired legends to children’s teams. It also produces a reality-style hockey series about junior players for television, and Scotiabank’s events calendar is packed with sponsored hockey clinics and club games.
But the brand aimed to “level up” its exposure to hockey aficionados, who are inundated with official and unofficial sponsor messages, according to Steinberg. “We wanted to cover hockey stories from coast to coast to coast, with stories never told before, and really get people’s attention,” he said.
He and his team presented a number of concepts to the client, and Hockey 24 rose to the top as a way to provide a “big tentpole moment,” Steinberg added. The idea was to gather user-generated content filmed in a single day and supplement it with video from 25 professional crews and decorated Canadian filmmakers.
“Admittedly, we knew it was ambitious and we didn’t know how much content would be submitted,” Braganza said. “But [we] felt confident that the content we would receive and curate would offer us special stories focused on the values and lessons hockey teaches.”