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.
- العلامة التجارية
- TRUE Hockey
- الوكالة
- Dentsu Creative Canada
- السوق
- كندا
- المنطقة
- عالمي
- السنة
- 2026
التحدي
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.
الفكرة
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.
مصدر دراسة الحالة: Activation Ideas المصدر ↖
الجوائز
- Cresta Awards 2026Digital Craft – Innovative codingذهبية
- Cresta Awards 2026Brand Purposeذهبية
- Cresta Awards 2026Cultural Impact – Single entryذهبية
- Cannes Lions 2026: seven shortlists across Direct, PR and Entertainment Lions for Sport
