The creative team eagerly adopted our media concept. Together we brought the communications strategy to life by transforming SilverBoxes TM (street-level garbage/recycle containers) into life-size, realistic goalie nets complete with puck marks. The message challenged the player with, “Is it the garbage that stinks or your shot?”, and then rewarded with a real goal light on top. The goal light was activated when items were pushed through the flaps into the bin to replicate the experience of a goal scored in a real hockey game.

We created an interactive hockey medium out of a street-level passive medium. The solution was extremely relevant to the target – it was not a CPM solution. Success was proven when kids were seen using the bin as a goalie net while practising outside their arenas. The response from Nike was the overall campaign helped them see a 50% lift in equipment and skate sales!