All Ice is Home Ice

Campaign
Agency: Ambit

Nike Canada wanted to engage with hockey fans during the always-intense winter Olympics. In a social and print campaign, we wanted to turn the feeling of being “off kilter” and away from home as a team into a manifesto: Any time you’re on the ice, it’s Canadian ice.

Solution— Reusing the one hero image graphically, by cropping the jersey and player in dynamic and moody ways, always drawing attention back to the manifesto. For those "in the know", the jersey would be instantly recognizable.