joel cleroux

Coca-Cola Free Skate

Client: Coca-Cola
Product: Experiential event at the Coca-Cola Coliseum

When Coca-Cola took over the home of the Toronto Marlies (RICOH Coliseum) as the title sponsor, they did more than just change the name on the building. To show Coca-Cola’s commitment to hockey and the community, we hosted a Free Skate and invited minor hockey players and their families from across the GTA. Fans celebrated our first season with the Marlies and took part in ‘firsts’ all over the rink. Families charged onto the ice through smoke like a pro under a branded archway, they took their first face-off at centre ice, they collected autographs from Marlies and Maple Leafs alumni, and they walked away with a photo memory of the event with a Coke-branded border. And to make sure we immortalized the moment, we invited one lucky fan to add the final puck to a Coke bottle statue in the rink.

We also created a looped video for the Jumbotron. Coca-Cola was so pleased with it, they ran it with new back ends during the home games of their NHL partner teams – the Calgary Flames, Montreal Canadiens, Ottawa Senators, and Toronto Maple Leafs.

Design: Stephen Weiss
Animation: Mel Pierce