Client: Rogers
Rogers, Canada’s leading communications and entertainment company and the principal NHL broadcaster, wanted to transform the 2025 Stanley Cup Final into a moment that resonated with the entire nation, not just the Edmonton Oilers’ home city. The idea, This is Our Ice, was a symbolic yet tangible way to unite Canadians coast to coast. Rogers collected ice from community rinks across the country; including Connor McDavid’s hometown rink in Newmarket, Ontario, and transported it to Edmonton, where it was poured into the Zamboni tank and resurfaced into the playing ice for Game 1 of the Finals. This first-of-its-kind gesture turned local rinks into part of the championship stage, giving new meaning to “home-ice advantage” and reminding fans that hockey is truly Canada’s game. Supported by national storytelling and amplified organically by fans and communities, the campaign generated widespread engagement, media coverage, and a collective sense of national pride.
