Hockeyville is an initiative between Kraft, the NHL, the NHLPA and the CBC. It is a long-running component of the venerable Hockey Night in Canada, culminating in a small town being dubbed “Hockeyville” for the year. The NHLPA approached G/O Digital to create 15 web spots featuring 5 of the NHL’s best – David Clarkson, Scott Hartnell, Daniel Briere, Nathan MacKinnon and Ryan Nugent-Hopkins – in humorous situations as they seemingly work undercover in supermarkets across Canada.
Launched on Kraft’s microsite with the CBC, the 15 spots were rolled out bi-weekly to great acclaim. In addition, one of the David Clarkson spots was broadcast during on of the highest rated hockey events in history, the 2014 Winter Classic.