HELL, YEAH TO OWNING THE HOCKEY CULTURE

Most brands show up to a major sporting event with a logo slap. Hell, no.

The Ice Hockey World Championship, hosted on home ice in 2024, was a once-in-a-generation moment for ŠKODA. Instead of blending into the background as another sponsor, we seamlessly adopted the tournament's official mascots, turning them into the main characters of our entire campaign.

We deployed a full-spectrum takeover across ATL, digital, BTL, and dealer networks. But what really blew up across the media, racking up tens of millions of purely organic views, were our CGI ads.

Hell, no to invisible logo placements that people subconsciously ignore. Hell, yeah to riding the wave of the cultural moment and forcing tens of millions of fans to stop, watch, and share.