We teamed up with RBC once again, this time to work on their Play Hockey platform, a philanthropic commitment to helping make hockey happen in communities around North America. A 30-second TV spot featuring Steve Yzerman was launched during the World Juniors along with a 10-second spot featuring the beloved Arbie, rink boards and print ads. We also developed rich Facebook content allowing fans to ask Yzerman himself any questions they liked, the answers to which we filmed and posted back into this vested hockey community. Did we mention we got to meet Yzerman? He's awesome.