World Junior Championship

Every year The World Junior Championship draws a massive crowd of Hockey Fans to their television and social media channels. Brands fight for their attention by purchasing sponsorships and high profile media packages.

To break through the noise, we leveraged a TV spot that highlighted a player’s training journey through his nice and not so nice behaviours. We leveraged a new technology to transform the video experience to give the viewer full control over the storyline. When playing on social media channels, the video paused before each scene, giving the audience the opportunity to control the player’s actions about to follow, selecting to play Nice or Less Nice, providing a personalized video for each user.