A broadcast spot to announce Canada-born Matthew Schaefer of the NY ISLANDERS as the newest brand ambassador of Hyundai x NHL Greatest Save program. We wanted to describe the program in a very simple visual metaphor… every time a goalie makes a save in an NHL game, Hyundai donates $10 to the fight against childhood cancers.
We used the ringing of the bell, an incredibly powerful tradition in a cancer patient’s journey that symbolizes the end of the patients cancer treatment, as sonic device that resonated with every save.
