Game On Ball.
TRUE Hockey built a prototype street hockey ball that tells navigation apps a residential street is in use, so route algorithms send cut-through drivers back to main roads.
- Brand
- TRUE Hockey
- Agency
- Dentsu Creative Canada
- Market
- Canada
- Region
- Global
- Year
- 2026
The challenge
Navigation apps route drivers through quiet residential streets to dodge traffic, making the road outside home less safe for children's street hockey. Strategy cites the 2024 Physical Activity Report for Children and Youth: only 15% of children aged five to 11 and 4.9% of those aged 12 to 17 get two or more hours of outdoor activity a day.
The idea
A prototype ball, not for sale, generates signals that make mapping services read the street as busy, so apps redirect through-traffic. Olympic champions Natalie Spooner (Canada) and Kelly Pannek (US) front a campaign asking people to back a navigation-app option to avoid residential routes at TrueGameOn.com. Media by dentsu Media Canada, PR by EGS PR.
Case study source: Activation Ideas Source ↗
Awards
- Cresta Awards 2026Digital Craft – Innovative codingGold
- Cresta Awards 2026Brand PurposeGold
- Cresta Awards 2026Cultural Impact – Single entryGold
- Cannes Lions 2026: seven shortlists across Direct, PR and Entertainment Lions for Sport
