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During the 2018/19 World Juniors tournament, Maxime Comtois was bullied online after missing a penalty shot in the quarter finals against Finland. Instead of staying silent against his attackers, Max stood up to bullying, releasing an inspirational message to young hockey players and fans alike.
TELUS #EndBullying is a program that aims to educate youth and parents on the importance of being a good digital citizen—whether it’s for yourself or for some one who needs help. In partnership with Hockey Canada, we were proud to support Max and the 2019/20 Team Canada—as we looked to spread positivity with fans across the globe.
With an inspirational spot featuring real fans that stood up for Max during his time of need, we also put up two
out-of-home boards in the Czech Republic that streamed tweets from fans—displaying messages of support from home (and around the world) to the team during their media blackout.
Executive Creative Director / Ron Smrczek
Strategy Director / Erika Maginn
Group Creative Director / Noreel Asuro
Creative Director / Yvette Reitner
Art Director / Barry Hann
Copywriters / Jaclyn Manishen & Chris Dow
Producer / Kasia Zeniuk
Group Account Director / Ashleigh McEwan
Account Director / Nadia Nauth