Momentum launched a fully integrated campaign for this year’s “Chevrolet Good Deeds Cup” in hopes of challenging Canadian hockey teams to do more good for their communities than ever before. Through a playful, comic-book-style film, the campaign urges hockey players to give their time and resources toward something good, earning points for their team with the ultimate goal of winning the cup. The film will run across TV and social with ambassadors and influencers helping to spread the word. When the challenge ends on March 4th, the Good Deeds Cup champion will receive $100,000 to donate to their charity of choice.
“In its six years, the Good Deeds Cup has seen more than a thousand Good Deeds conducted in towns and cities all over Canada. This year, we’re flipping the script to challenge minor hockey teams to perform as many good deeds as possible to help their communities,” said James Hodge, Brand Director, Chevrolet Canada. “We want to celebrate collective community action by making sure no good deed goes unnoticed, and inspire many more. Everyone’s contribution, no matter the size, fills the cup.”
Patrice Pollack, Canada SVP, Executive Creative Director of Momentum Worldwide, commented on the film, “We looked at all good deeds through the eyes of a child—full of colour, energy, attitude and even hyperbole. Our hope is that we resonate with them on a much deeper level than ever before and, in turn, inspire thousands of good deeds.”
Last year, the Lloydminster Female U13 Blazers from Alberta made history as the first all-female minor hockey team to be named Good Deed Cup Champions and donated the $100,000 grand prize provided by Chevrolet Canada to Inclusion Lloydminster to help make new local rinks more accessible for every member of the community.
Since the first year of the Chevrolet Good Deeds Cup in 2017, nearly $750,000 has been donated to community organizations.