We wanted Canadians to know that Scotiabank supports hockey at all levels, from the 2016 World Cup of Hockey, to NHL superstars like Auston Matthews, to over one million community hockey players and counting.
In Canada, kids dream of scoring the game-winning goal. So, we recreated some of hockey's most iconic goals using kids. In 2018, we expanded the campaign to include Auston Matthews’ historic four-goal debut game, and his playoff-clinching 40th goal.
Scotiabank was the most visible sponsor of the World Cup of Hockey by a large margin. With over 7 million views, 50% of them organic, Hockey Dreams captured the attention and imaginations of hockey fans across Canada. Since launching in fall, 2016, the Hockey Dreams campaign has improved Brand Equity scores by 25 points vs. previous years among hockey-engaged Canadians.