Ringette Canada

They shoot...

Recognizing a decline in player registrations, Ringette Canada saw the need for a recruitment campaign. I saw the opportunity for a broader impact. The "THIS ICE IS YOURS" campaign, marked by empowering messaging and vibrant suite of graphics, asserted that arenas are not just for hockey, while celebrating and advocating the sport's inclusivity.

Contribution
• Concept
• Art Direction
• Design
• Writing

The Brief

Develop a recruitment campaign that would appeal to new players while also elevating the sport.

Approach

A powerful messaging platform and rich graphics suite promoted and celebrated the sport's inclusivity.

Result

The association reported both an increase in registrations and a nocticeable

"The opportunity to empower people is a big part of why I love what I get to do."

Credits
(For Xactly Design & Advertising)
Creative Director: Denis Sabourin
Concept and Design: Allen Ford
Art Director: Laura Williams
Writer: Fabio Ricci & Allen Ford
Videographer: Fabio Ricci