Creative in association withGear Seven

Chevrolet Launches 'Good Deeds Cup' to Motivate Young People to Do Good

Experiential Marketing
Toronto, Canada
Campaign from Momentum Worldwide aims to inspire Canadian minor hockey teams to compete for a chance to win up to $100,000 for a charity of their choice

The Chevrolet Good Deeds Cup launches on January 20th, its seventh and most exciting season yet, with a new challenge for young hockey players in Canada to bring determination, teamwork and sportsmanship from the rink to their communities. For the first time, Chevrolet is challenging minor hockey teams to do more good deeds than ever before to help their communities. The team to fill the cup with the most good deeds will earn this year’s title of Good Deeds Champion.

“In its six years, the Good Deeds Cup has seen more than a thousand Good Deeds conducted in towns and cities all over Canada. This year, we’re flipping the script to challenge minor hockey teams to perform as many good deeds as possible to help their communities,” said James Hodge, brand director, Chevrolet Canada. “We want to celebrate collective community action by making sure no good deed goes unnoticed, and inspire many more. Everyone’s contribution, no matter the size, fills the cup.”

Starting today until March 4th, teams are encouraged to do as many good deeds as they can. Global experiential agency Momentum Worldwide has created a playful, dynamic, big-impact, comic-book-style film, directed by Amy Becker-Burnett, who's worked on big giving-back brand campaigns for Dove and Nike to inspire and empower youth in a rallying cry to do more good than ever before. Every team member’s individual good deeds will help their team do good deeds to score points - with the ultimate goal of earning the cup. Whether it’s cleaning up the park, salting sidewalks, donating clothes, helping at the crosswalk, washing granddad’s car or organising the whole team to maximise the impact, there’s more flexibility than ever for participants to perform acts of kindness on their own time.

Patrice Pollack, Canada SVP, executive creative director of Momentum Worldwide, commented on the film, “We looked at all good deeds through the eyes of a child - full of colour, energy, attitude and even hyperbole. Our hope is that we resonate with them on a much deeper level than ever before and, in turn, inspire thousands of good deeds.”

The spot represents teamwork and respect in more ways than one; it’s a culmination of the hard work, talent and collaboration of some the industry’s top artists, writers, musicians and editors. Michael Barker at Outsider Editorial brought storytelling to the cut while Mike Bishop and Erica Bourgault-Assaf at Fort York VFX engaged a global team of animators and designers to give the spot its unique, multi-media vibe. Jeff Lurie and Christine Leslie’s team at TA2 Sound + Music composed an original track and layered in sound design and effects to give the spot its voice, and Eric Whipp at Alter Ego gave the piece its distinctive pallet. All led by Holly Rowden and Alex Henry at Alfredo Films and produced by Kelsey Irivine and Liliane Clune, the team represents over a hundred professional artists, planners, business leads, producers and crew members working in unison to help make sure no good deed goes unnoticed in 2023. “We wouldn't have been able to make this happen without the unbelievable partners who poured their entire hearts into this campaign. It truly was one team, one dream... and we all dreamed pretty damn big,” said Patrice.

The film will run across TV and social with ambassadors and influencers helping to spread the word. The winning team will receive $100,000 to be donated to a registered charity of their choice, a selection of fun prizes for themselves and have their name engraved on the Chevrolet Good Deeds Cup (as large as the Stanley Cup!). While there’s only one grand prize, teams may receive additional surprises just for participating.

Last year, the Lloydminster Female U13 Blazers from Alberta made history as the first all-female minor hockey team to be named Good Deed Cup Champions and donated the $100,000 grand prize provided by Chevrolet Canada to Inclusion Lloydminster to help make new local rinks more accessible for every member of the community.

Since it began, the Chevrolet Good Deeds Cup has seen $750,000 donated to community organisations while challenging minor hockey teams to take the positive values learned on the ice and apply them to supporting their communities. While previous years’ winners were chosen based on the best Good Deed voted by Canadians, this season’s format means there are even more chances for local teams to bring home the title of Chevrolet Good Deeds Champion.

To enter, teams should film a video of each of their good deeds, upload them to their favourite social media platform (TikTok, Instagram, Facebook or Twitter) and tag @ChevroletCanada and their team’s name. This will help the overall team have more flexibility to do deeds on their own time and have a better chance at winning, all in the name of getting more kids from all backgrounds, genders and abilities into the game.

Submissions for The Chevrolet Good Deeds Cup are open to Canadian minor hockey teams, U11, U13 and U15. Any individual can participate as long as they’re on a team. For anyone inspired by the good-deed spirit, getting involved can be as simple as suggesting or organising community activities for your local minor hockey team, like car washes or volunteer days.

During the contest period, Canadians can follow the top 10 teams on the Good Deeds Cup leaderboard and #GoodDeedsCup #FillTheCup on social. The winning team will be announced March 11th [during the Hockey Night in Canada broadcast].

Agency / Creative
Post Production / VFX
Music / Sound
Work from Momentum Worldwide, Canada
Invictus Games
Good Deeds Cup
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