Minnetonka Peewee Hockey:
That’s my kid!
In Minnesota, hockey is a 24/7 obsession with a charming intensity that not-so-virtually begins in utero. That’s why generations of boys and girls of all ages have been encouraged to join one of the best run youth programs in the US of A—Mites, Squirts, Peewees, and Bantoms, all living the dream of being on the ice. No surprise, that also creates an audience that really knows its pucks; one false-toned marketing move lands you in the penalty box, and for more than 5 minutes. Knowing that, our promotional play was clear: tell the story from the hockey mom and dad’s perspectives in a way that instantly communicates the joy of knowing your kids aren’t missing out on the biggest game in town.