Entrepreneurs are Built Different in Intuit QuickBooks' NHL Campaign

Intuit QuickBooks is launching a new national campaign in Canada, created by FCB Montréal, highlighting its multiyear Canadian partnership with the NHL, which makes Intuit QuickBooks the Official Small Business Accounting Software of the NHL. Keeping in line with its previous 'Business differently' global campaign, Intuit QuickBooks highlights the 'built different' mindset and traits of small business owners drawing a parallel to the similar mindset we see in NHL superstars, William Nylander and Cale Makar. 

“In the hockey world, ‘built different’ is a term reserved for big names and elite players. We wanted to spin the expression on its head and show that, with Intuit QuickBooks, business owners can build their success in a new and modern way, while focusing on the unique and creative vision that sets them apart,” explains Alexandra-Julie Poirier, creative director at FCB. 

In addition to TV and online ads, the campaign features social media content developed by FCB Montréal and Alma Miami, using the same hockey codes to showcase the small business owner’s success.

"At Intuit, customer obsession is a core value that we embody in the work we do. That's why we were thrilled to feature our real Canadian small business customers in this mass campaign, for the very first time. We know that running a business requires grit, determination, and a ‘built different’ mindset that that keeps them motivated on their path to success, and telling their stories in this campaign was critical, because they are the real superstars on and off the screen," said Puja Subrun, director of marketing, Intuit QuickBooks Canada.

The online versions of the ads will also be shoppable, redirecting to the respective sites of the entrepreneurs on-screen.

A display phase will be added to the mass deployment during the winter season.