At their level

Gatorade pits NHLers against sledge hockey's best.

So we’ve seen how Gatorade plans to celebrate its 50th anniversary across the globe, but closer to home, passion in sports has and always will be about hockey. However, sometimes, even the most dedicated fan forgets that some players – like the sledge hockey vets at Cruiser Sports – are just as dedicated and passionate as the ones we see on Hockey Night in Canada.

Convinced that Gatorade and agency partner TBWA\Toronto were just there to shoot a documentary about them, the players with Cruisers were surprised with a visit from an All-Star team-worthy lineup of NHLers: Sidney Crosby, Claude Giroux, Scott Hartnell, Logan Couture, Nathan MacKinnon and Ryan Miller. The pros then strapped in for an old-fashioned game, which was captured in a mini-doc that premiered online during the World Juniors. It’ll be aired again during this weekend’s All-Star skills competition. There’s also a ton of extra content online, including extended interviews with the players and highlights from the game, which was won by Crosby’s squad (sorry, haters).


Brand: Gatorade Canada
Agency: TBWA\Toronto
Executive Creative Director: Allen Oke
Creative Director: Gerald Kugler, Rodger Eyre
Writer: Robbie Percy
Art Director: Caitlin Gauthier
Producer: Lauren Sloan
Account Supervisor: Andrew Harris
Account Director: Patrick Lemoine
Director: Lionel Coleman
Line Producer: Adam McCloy
Production House: Wilfrid Park
Exec Producer: Tuula Hopp
Editor: Ross Birchall, Saints
Post Producer: Stephanie Hickman, Saints
Transfer: Tricia Hagoriles, Alter Ego
Audio/Music: Adam Damelin, The Eggplant
Producer: Nicola Treadgold, The Eggplant
Online Editor: Sean Cochrane, The Vanity
Exec Producer: Stephanie Pennington, The Vanity
Clients (Gatorade): Shirley Mukerjea, Sean Cauterman
Account Manager: Dave Adams, SDI
Client Services Director: Theresa Martel, SDI