DOWNTOWN PARTNERS DDB, Toronto / PEPSI / 2006
A bunch of kids gather for a game of street hockey, following the custom of throwing their hockey sticks into a pile from which random teams will be drawn. Rising National Hockey League star Sidney Crosby happens to walk by and can't resist joining in, so he throws his stick onto the pile as well. This sets off a chain reaction among hockey fans everywhere who come running with their sticks to join in the fun. The stick pile grows as big as a house as a swelling crowd of people eagerly awaits the world’s biggest street hockey game.
BBDO NEW YORK, New york