Scotiabank begins Make It Merch campaign
By Derek Winkler
Scotiabank has begun a promotion called “Make It Merch,” timed to coincide with the start of the National Hockey League playoffs. Developed by Rethink, the promotion encourages hockey fans to customize any item of clothing with an NHL team patch to display their support. Scotiabank, a sponsor of three hockey teams that will compete in the playoffs, will distribute patches for the Toronto Maple Leafs, the Winnipeg Jets and the Edmonton Oilers in each city at participating bank branches. The campaign, which will run during the first round of the playoffs, also includes an online video, social media content and in-branch materials.
“‘Make It Merch’ is rooted in fandom and invites fans to show off their team pride and personal style in a unique way,” said Michelle Spivak, group creative director at Rethink. “From customized hats to boots, sweaters to coats, maybe even PJs, everything and anything in between, you are a hockey fan no matter what team you cheer for or what you’re wearing.”