Hockey is a game
of values.
It teaches us how to be Good.
But with scandal threatening the game…
…those values were in trouble.
We had to bring Good back to the game.
We gave minor hockey players across the country a challenge:
Do as many good deeds as possible to fill the Chevrolet Good Deeds Cup!
No matter how big or small…
…no good deed went unnoticed.
And Good
took off.
Results
248% INCREASE
In Good Deeds Done
134 MILLION
Total Media Impressions
47% INCREASE
In Girls’ Interest in Hockey
52% INCREASE
In Brand Favourability