︎
Darya Klymenko /

WORK 💡 

  1. McDonald’s
    2. + Menu Heist
    + The Showdown
  2. SickKids ❣️
  3. The Keg 🥩
  4. Directors Guild 🎬
  5. Travel Edge ✈️
  6. Peoples 💍
  7. Wholly Veggie 🥦
  8. IKEA 🪑
  9. Converse 😎
  10. Other Stuff 🤠

+ about me 👋️
Mark

The challenge ︎︎︎ Canada’s biggest hockey moment in a decade (4 Nations Face-Off) was coming ✪ McDonald’s was not a sponsor. But with a legacy in iconic sports ads, we saw a shot to hijack the moment. ︎ The idea ︎︎︎ Reboot ‘The Showdown’ for a new generation ✖  Teased with fake trade rumours and packed with easter eggs only true fans would catch. ⊛


First, a lil tease ︎︎︎



The hockey community exploded with guesses and trade rumours. 



Then came the reveal, split into 2x 30s “episodes“ across NHL game streams.

The results ︎︎︎ 285+ earned media hits. 52.5M earned media impressions. +62% campaign recall vs norm.