life after hockey


Client: Agf retirement funds

Agency: TBWA\Chiat Day. 

A successful disruption case study in every sense, right down to the creative brief, that asked for just a print ad. 

Retired Canadiens hockey legends are celebrated with hockey showing them in retirement. Packs of AGF hockey cards where tabbed into the Montreal Canadiens game programs and handed out when the game ended.

This was so successful, it was repeated the following season with new Canadiens legends showing them enjoying their retirement. This was part of the bigger brand campaign of "Eventually everyone retires". The cards were also used for print and out-of-home.