REEBOK HOCKEY

Role: Creative Director. Concept. Copywriter.

Key Deliverable: Digital innovation to engage young players

The concept was to set up cameras in arenas and launch PEEWEE.TV - a web channel streaming live Peewee League games (12-14 yrs old) making young players feel like NHL stars. Parents could watch matches when unable to personally attend, coaches could edit footage for training purposes, young players could watch themselves, rate their play and create birthday wish lists of Reebok equipment.