Case study | RBC

RBC Play Hockey



One of the biggest banks in North America needed a campaign to launch a unique CSR program that would grant underprivileged children the opportunity to play hockey. There happened to be a ‘lockout’ happening in the NHL at the time.


Our data science team was able to carefully follow conversations and analytics that gave us an idea that would capture the hearts and minds of every hockey fan. We transcribed parts of actual social conversations, sound bites, and community dialogue and then turned it into a script.


What was intended to be a film used exclusively for social media became the very first YouTube video that went directly to TV broadcast media. Full-page articles in National newspapers were written about our campaign; a piece of content that captured the hearts of a Nation, all created for a fraction of the budget of a traditional marketing campaign.

Project Details

  • Client:
  • RBC
  • Category:
  • Content Creation
  • Date:
  • 2014

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