CLIENT
Labatt Breweries of Canada
Andrew Oosterhuis, VP, Marketing
Mike D'Agostini, Senior Director of Marketing
David Sheedy, Senior Brand Manager
Patrick Heembrock, Senior Brand Manager
Veronica Bart, Communications Manager
AGENCY
James Lamont, VP
Ashley Therriault, AVP, Creative
Julia Des Islets, Senior Account Director
Jessica Walcot, Senior Account Manager
Donna Battista , Senior Director, QC
Laura Andrejicka, Senior Consultant
Madeline Tanenbaum, Account Coordinator
Salt Experiential Commerce, Inc (Salt XC)
Nathan Brown, Account Supervisor
Emma Hornsby, Account Manager
Dentsu Media
Chris Pallotta, Associate Director
SUMMARY
Despite Canadian female hockey players dominating globally, women aren't equally celebrated alongside their male counterparts in Canadian hockey culture; not receiving anywhere near the same funding, visibility, or airtime as their male counterparts.
With the PWHPA, Budweiser erected a statue of a female player titled "This Game is For Us All", in direct provocation, and eye line, of the iconic HHOF “Our Game” all-male statue. More than just a stunt, this unique installation was designed to spark awareness and provoke conversation about the representation of women in hockey culture.
